Caffè Umbria
Rebrand.
Caffè Umbria, a renowned coffee brand, was ready to refresh its social media identity to better connect with coffee lovers online. Tasked with leading the rebrand, I worked on both the visual identity and content strategy to create a more cohesive and inviting digital presence. With competition in the specialty coffee market intensifying, revitalizing the brand’s social channels was crucial for maintaining relevance and attracting new fans. Through thoughtful design and storytelling, our aim was to turn casual followers into loyal brand advocates.
Overview
Problem:
Caffè Umbria’s social media accounts lacked a consistent brand voice, visual identity, and engaging content, resulting in low follower growth and minimal user interaction. The accounts failed to showcase the brand’s unique story or connect with its target audience of passionate coffee drinkers. This disconnect made it difficult to stand out in a crowded market where storytelling and community are essential.
Solution:
We launched a comprehensive rebrand, crafting a cohesive visual identity and content strategy focused on storytelling, customer highlights, and behind-the-scenes moments. By introducing new visual templates, tone guidelines, and interactive campaigns, we gave Caffè Umbria a fresh, engaging presence that resonates with its audience and invites real conversation.
Goals
Increase social media engagement rates by 30 percent within six months of rebranding.
Create a series of videos for each store location, increasing customer and Caffè connection.
Establish a consistent visual and verbal brand identity across all social media channels.
Process
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Role
Lead Content Strategist
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Tools
Adobe Photoshop, Canva, TikTok, Instagram, Facebook
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Timeline
3 months
Results
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195%
Increase in overall engagement
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55%
Increase in post comments
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34%
Increase in page shares