La Marzocco
Designer | Machine - Stefano della Pietra, Campaign: Lineage Film Co., Branding by Alessandro Foglino.
Location | Florence, Italy
Launch Date | February 14, 2024
In 2024, La Marzocco reimagined the Linea Mini, transforming a cornerstone of coffee lovers' countertops worldwide into a modern symbol of espresso artistry. The redesign of this beloved machine was inspired by a desire to enhance workflow and functionality and updating its aesthetic appeal, while still honoring the long-standing design language of the Linea line by La Marzocco. By incorporating the Della Pietra Curve, updated soft-touch features, and a suite of advanced workflow features such as Brew-by-Weight, a new pre-infusion system, and easy pump pressure adjustment, the update was not just a nod to modern technology but lent itself to a campaign and branding identity that fit within La Marzocco's heritage—celebrating the sculptural beauty of espresso machines as works of art, and an even further historical nod to the "il Marzocco" statue that stands as an emblem of Florence.
The launch campaign stripped away all distractions to focus on the machine itself—by using bright, bold colors and dramatic lighting, all visual assets used music to amplify the emotional feeling a user could feel while viewing the machine digitally for the first time. Building on the visuals of the campaign, we expanded into an additional 11-part educational video campaign “Journeys with the Linea Mini,” that walks home baristas to explore the intricacies of espresso from the thrill of unboxing the Linea Mini to mastering brewing techniques and sharing their creations.
The series was designed with the aesthetics of adventure and discovery, drawing inspiration from the quirky and meticulous visual style of Wes Anderson films and the informative charm of airline safety videos, making each episode a beautiful but functional experience. Finally, central to the campaign was the message of “beautiful espresso, anywhere.” This reinforced the Linea Mini's versatility and the idea that great coffee can be part of life's greatest journeys, whether at home or in the most unexpected places, ensuring that the essence of professional-grade espresso could be a constant companion, inspiring home baristas around the world to take the next steps in fulfilling their espresso dreams.
