SPC Pascucci Launches Rebranding... "Full of Italian Sensibility"

Providing a Comprehensive Customer Experience to Feel Italy
Operating Store Formats Such as Core, Centro, and Espresso Bar

SPC Group announced on the 4th that the authentic Italian coffee brand 'Pascucci,' which it operates, will undergo rebranding.

This rebranding carries the slogan 'Sense Of Italy,' meaning to convey the Italian sensibility in everyday life. The brand plans to provide customers with a comprehensive brand experience through the visual and tactile senses of spaces imbued with Italian sensibility, the olfactory and auditory senses experienced during the extraction process of various coffees including espresso, and the taste experienced from menus embodying authentic Italian flavors.

They also unveiled a new BI and interior design. To cover a broader Italian sensibility, the word 'Caffe' from the existing logo was removed. A gold color symbolizing the golden crema unique to Italian espresso was applied to enhance a luxurious image. Inside the stores, wood in espresso-inspired colors was applied to the walls, and lattice shelves were matched with flower patterns to create a vintage atmosphere.

In line with the new brand concept, signature menus such as ‘Eso-ple (Espresso Plate),’ which pairs a shot of espresso with a variation drink, and ‘Casata Tiramisu,’ using mascarpone cheese, a representative Italian dessert, were introduced. The Eso-ple allows customers to choose from four variation drinks?Affogato, Con Panna, Strapazzato, and Macchiato?alongside the original espresso according to their preference. The coffee menu at Pascucci uses the flagship blend beans 'Golden Sack,' directly imported from the Italian headquarters. Through the rebranding campaign, Pascucci plans to continuously introduce new menus reflecting Italian sensibility every season.

Pascucci will expand rebranded stores featuring the new BI and interior. The rebranded stores will operate in four formats according to their concept: 'Core,' the flagship store where customers can experience the core values and image of Sense Of Italy; 'Centro,' a directly managed store leading new trends and proactively introducing specialized menus based on Italian identity; 'Espresso Bar,' specializing in espresso coffee; and 'Special Stores,' which apply the original red and black interior considering the characteristics of special commercial areas such as rest stops.

As part of the rebranding campaign, Pascucci released a TV commercial teaser video featuring Karina, a member of aespa, as the model the day before. The advertisement features two Karinas introducing Pascucci’s proposed 'ITALY PAIRING.' The commercial will be broadcast through various media including TV and YouTube starting on the 10th.

A Pascucci representative said, "Since its introduction to Korea in 2002, Pascucci has been the first domestic coffee franchise to apply the espresso bar concept and has led the spread of Italian coffee culture including panini and gelato. Through rebranding, we will continue the authenticity of the Italian brand that has lasted for 140 years while offering products and services that meet new customer trends to become a beloved brand."

This content was produced with the assistance of AI translation services.