Shaping the next-generation of coffee machines

Based in Barcelona, Iberital is redefining the espresso machines industry by creating a new high-end segment beyond the "hipster-era".

The challenge

Iberital, a family-owned SME based in Barcelona, wanted to make history in the food industry. The company started as a pure metalworking and spare parts manufacturer but Blai Farré—Iberital's founder—soon set his sights on a much larger game: the espresso machine manufacturing industry.
Forty years after setting the goal, Iberital is changing the industry's mindset towards a new era of sophistication, where technological excellence and the finest aesthetics meet.
Supported by the European Union with SME Horizon 2020 Research and Innovation funding, Iberital set two challenges:
- To create a new high-end territory in which efficiency, technology and health would become the key drivers.
- To position the brand as a premium range manufacturer.

New Vision:

From machine as a tool to machine as a cult

New Goal:


Group 2 Created with Sketch.

The solution

We collaborated with Iberital, Andreu Carulla from ACID studio and other brand stakeholders to build disruptive positioning for VISION, Iberital's new Hero Product.

Based on the brand’s roots, its attitude towards innovation, proven commitment towards the environment and cutting-edge technology developed in-house, we came up with a great story that sowed the seed for naming the espresso machine, its new identity, tone of voice, and communication messages.

For its launch, Iberital has been touring VISION in Europe and Asia using the modular structures we have designed to spread the message. Iberital's stands and parties have been a hit in the industry!

In order to simultaneously upgrade Iberital's perception around the globe, we have engaged Iberital's distributors in the process, giving them the appropriate resources to spread the word.

Iberital's content strategy mixes owned, earned and paid media. Everything stemmed from a specialized content hub that was created to gain experts’ credibility. After its success online, we thought about creating a limited printed edition as a gift for the brand’s core audience. This tool has proven to be so successful that we have expanded the editions further as a marketing tool to enter new markets and reach new clientele.

The Coffee Universe

The Coffee Universe was born in 2015. It’s Iberital online magazine with a limited print run. A content hub where we periodically publish articles, interviews and curiosities from the coffee universe.

What we did

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