Background
Torani is a family-run world-class maker of delicious syrups and sauces specifically created to blend perfectly with coffee. With strong San Francisco roots and an Italian heritage that spans over 80 years, Torani wished to create a strategic foundation for their food service and retail category to add value to their core customers while better communicating their exceptional quality and taste.
Brand Vision: Desire with Functionality
We started our exploration by placing ourselves in the shoes of the small coffee shop owner who relies on Torani to help drive success. By understanding their daily operational and emotional challenges we uncovered insights that allowed us to create desirable yet functional solutions. Top of the list were workspace concerns, flavor communication and quality cues. Building from Torani’s reputation in the Syrup category, we decided to focus on trusted heritage and the real ingredients that set Torani’s taste apart from the competition.
Creative Expression
Primarily seen behind the coffee bar, our design needed to signal great taste while looking at home in a variety of coffee shop environments. CBA Brand Design Engine created a design that played up Torani’s heritage in great taste, while steering clear of looking fussy or old-fashioned. The result is a bold design that highlights taste appeal with hand-crafted cues and a focus on simple, real ingredients. Thanks to the improved flavor coding, the new look makes the barista’s life easier than ever, engaging new and existing costumers alike. With the reintroduction of the product line, Torani is positioned to stimulate sales and improve brand recognition, establishing a memorable identity/packaging that reflects premium quality and authenticity.
R. Torre & Company, Inc. produces some of America’s most popular flavoring syrups, sauces and blended drinking bases. Using only natural, real and simple ingredients that include pure cane sugar and natural flavors, its products add the perfect touch to your drinks.
