Caffè Moreno
The strategic premise
Caffè Moreno is a Neapolitan coffee roaster, and in 2019 it needed a social media presence that spoke about the brand consistently, linking the product to the occasions of the year and to its origins.
The first sketches
Every post starts on a perspective grid, the cup photographed and then built up in layers, a lawn, a tree, an airship, until the photomontage tells the story of the occasion; for Moreno around the world the moodboard pairs the cup with the Sydney Opera House.
Development
Every campaign starts from a written concept, Carnival with chiacchiere pastries, the Oscars with a red curtain and a play on film titles, the product with a cup full of sugar sachets, and each concept ties the product to a recognisable story.
Applications
The posts run on Facebook and Instagram in both formats, with a black band and the brand signature holding them together as a series.
The outcome
The result is a story told in instalments where the cup always stays at the centre and changes world each time, so the brand is recognised even before its name is read.
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