The Renaissance of Manual
La Pavoni
Challenge
La Pavoni, the iconic espresso machine manufacturer from Milan, wanted to sharpen its brand strategy and reestablish its emotional core.
La Pavoni, the iconic espresso machine manufacturer from Milan, wanted to sharpen its brand strategy and reestablish its emotional core.
In an age of push-button coffee and ever-optimised routines, how could we remind people of the beauty of slowing down – and position La Pavoni and its hand-lever machines as the timeless alternative?
Idea
In a world obsessed with automation, speed, and perfection, we chose to celebrate the imperfect.
The human. The ritual.
We found our truth in contrast:
Modern life is optimised. Espresso, by nature, is not.
It demands time, presence, and a personal touch. We call it:
The Renaissance of Manual
Scope of Work
Market & Competitor Analysis
Brand Audit & Competitive Benchmarking
Persona Development
First-Time Buyer Journey Mapping
Content Strategy (Owned, Paid, Earned, Shared)
Positioning Development & Brand Narrative
Definition of Brand Values & Communication Principles
Brand Manifesto Copywriting
Shooting Concept and Creative Direction
BRAND POSITIONING
Our world is designed for efficiency.
Everything is calculated,
always striving for the same perfection.
But espresso, in its true essence, is nothing like that.
It is an act of craftsmanship.
A ritual that demands patience, focus, and intention.
It invites you to pause and be present.
In every cup, you pour a bit of yourself –
your character, your mood, your touch.
Each one is individual, unique, and yes,
a little different every time.
Yet each tells a story of you.
Photography: Eric Halbherr
Concept / Creative Direction: Lissy Sue Krohmer, Tobias Gaiser