Cimbali Group unveiled the new brand identity at last month’s HostMilano trade show in Italy. Daily Coffee News photo by Nick Brown.
Reflecting both company growth and product innovation, Italian coffee machinery conglomerate Gruppo Cimbali has rebranded to become Cimbali Group.
The group, which traces its origins back to a small copper workshop in the center of Milan founded by Giuseppe Cimbali 101 years ago, unveiled the new brand identity in its home city at last month’s HostMilano trade show and expo.
Cimbali Group Sustainability and Communications Director Marta Kokosar told DCN that the rebranding is designed to reflect the company’s recent growth through strategic acquisitions and international expansion, while also reflecting the deep history of the Cimbali brand.
“When we started to dig and to try to understand how to change, how to create this logo and this brand, we started diving into our archives in the museum, going back to the values of the company itself,” Kokosar said. “We wanted to represent the history and the DNA of the company, but also the vision and the purpose of the company nowadays and for the future.”
With more than 900 employees worldwide, Cimbali Group currently comprises six primary brands: espresso machine and equipment brands La Cimbali, Faema and Casadio; United States-based espresso machine brand Slayer (acquired by Cimbali in 2017); the Mumac coffee machine museum; and the Mumac coffee academy.
These distinct brands now come under the new Cimbali Group teal and burnt orange logo. The G and C lettering frames the logo, providing an open, embracing form without borders.
Kokosar said the grey quality of the teal reflects both steel characteristic of the of the machine industry, while its blue hues might be associated with screens and digitization. Meanwhile, the deep orange was selected to recall the company’s copper industrial roots, while also providing a warming effect. She likened the new logo to an espresso machine itself, where cool steel produces something hot and comforting.
Beyond encompassing the core brands, Cimbali Group has also realigned itself to appeal to specific industry segments, including quality-focused specialty shops, high-volume chains, hospitality, hotels, home espresso and more. At the HostMilano event, the sprawling Cimbali booth setup included a stand just for business and digital solutions, as opposed to just new machines.
“We are not just offering products; we’re offering solutions for businesses,” said Kokosar. “We hope that we can help all our clients develop their businesses with our technologies.”
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Nick Brown Nick Brown is the editor of Daily Coffee News by Roast Magazine.
