Package Machine Blog

The Piazza D’Oro brand is found the world over but nowhere is the R&G coffee market quite so dynamic as here in Australia. An unwanted de-positioning of Piazza D’Oro had occurred against a trend of Craft, Locality and Authenticity, resulting in an explosion of gourmet and boutique roasters which connected at a much deeper level than Piazza D’Oro. The previous brand expression and execution felt corporate, lacking the human qualities of passion and expertise that’s driving much of the market.

Café direct is unique in the Fairtrade sector in that they actually know the growers of their products. This relationship is more than skin deep too – indeed many grower organisations have a shareholding in Café direct and two growers sit on the board.

When Cervecería Boliviana Nacional entrust Adrián Pierini with this project, they were not just asking for a design, but they were instead giving him the great responsibility of recreating the image of a product intimately attached to popular feeling.