About Project
Brand strategy and sensory campaign concept for Danesi. The project redefines the historic Roman coffee roaster’s identity, translating a long heritage of craftsmanship and authenticity into a contemporary, character-driven brand experience.
Challenges
Evolving a historic brand with a 120-year legacy and a loyal local following into a high-desirability market player. Despite Danesi's deep-rooted connection to Rome and commitment to quality, its core competitive advantage remained largely unrecognized by broader audiences. The challenge required bridging tradition and modern perception, creating a stronger emotional connection between the brand, its product, and today's consumers.
Strategy
Translating aroma into an immersive brand experience under the campaign concept “Danesi Caffè. Il risveglio si respira.” Positioning coffee as a sensory trigger that awakens both people and urban spaces.
Strategy
The strategy expands across three key touchpoints: scent-diffusing ambient OOH billboards, single-origin narrative extensions based on aromatic profiles, and a signature ambient fragrance that extends the brand identity beyond the cup.
