The Italian coffee roaster and café chain has hired the London-based creative agency to modernise its brand identity and communications strategy as it seeks to carve a niche in the increasingly crowded global coffee market
Premium Italian coffee roaster Segafredo Zanetti has appointed London-based BBH as its first Global Creative Agency of record, following a competitive pitch.
Segafredo Zanetti, part of the Bologna-based conglomerate Massimo Zanetti Beverage Group, said BBH will develop a unique voice for the brand, enabling it to stand out in an increasingly competitive global coffee market.
BBH will also oversee an overhaul of Segafredo Zanetti’s brand architecture and communications.
“We are excited to work with BBH as we embark on the journey of transforming the Segafredo brand. The four-step process they presented to us to show how we can set ourselves apart from the stereotypical conventions of the category, proved they are the perfect partner to take our brand to the next level,” said Giacomo Tesolin, Group Marketing Director, Massimo Zanetti Beverage Group.
Alongside its DTC and B2B channels, which include partnerships with vending giant Selecta Group and fast-food chain McDonald’s in 16 countries, Segafredo Zanetti also operates 132 coffee shops globally under the Segafredo Zanetti Espresso, Segafredo Caffè and Segafredo Select brands.
In April 2025, Segafredo Zanetti became a member of the Boutique & Luxury Lodging Association’s (BLLA) Inner Circle Club (ICC) in a bid to secure new hotel coffee supply deals.
