DaVinci Gourmet Giving a global brand worldly flavour
Sometimes, when a new brand flies really high really fast, it can lose a sense of its identity and brand positioning. So was the case with DaVinci Gourmet, born in the heart of the coffee culture of Seattle in 1989, who turned to McCann for guidance.
Packing phenomenal flavour and form, whether served in a hot or cold beverage, DaVinci Gourmet is sold in 60 countries and lauded by mixologists and baristas in the constantly evolving speciality beverage industry worldwide. The problem though was the brand did not have a unified global positioning with a consistent brand story, direction, tone of voice or look and feel. That is where McCann came in.
The McCann strategy team got under the skin of the DaVinci brand to truly understand its world and the people who are a part of it. In a series of in-depth research interviews, we spoke with employees, customers, consumers and expert mixologists and baristas across North America, Europe, China and South America. The opinions, views, challenges, hopes and aspirations of the brand gave us a comprehensive picture of DaVinci Gourmet’s core values and personality, helping McCann to create a bold new brand positioning.
The McCann brand team developed an inspiring design approach and tone of voice that reflected the need to delight, excite and capture the imagination of not just the DaVinci customers, but all of those people who come into contact with the brand around the world on a daily basis.