Getting De Luigi into the hands of the baristas who'd never switch back
A century-old Italian ingredients house selling into a coffee and gelato world that had never heard its name outside the trade.
The challenge
De Luigi had a century of Italian craft behind its coffee syrups and gelato pastes, but the brand lived entirely behind the counter — baristas and gelato makers knew the product, almost nobody else did. Growth meant getting in front of buyers who'd never heard the name, in a category where switching suppliers is a trust decision, not a taste test.
We built a brand voice around the thing De Luigi actually sells: craft consistency at scale. Instead of chasing consumers, we focused content and identity on the people who make the buying decision — distributors, cafe owners, gelato makers — with material that read like it came from the kitchen, not the marketing department. Trade show presence, technical content, and real maker stories replaced generic ingredient-brand messaging.
De Luigi now walks into new territories with a brand that already looks credible before the first sample is poured. Distributor conversations move faster, and repeat ordering has become the norm rather than the exception.
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