With a history of launching consumer trends in the coffee shop market and a robust business model, the Bauducco House brings a brand change and presents a new experience in a physical store. The rebranding is part of the strategy of the mother brand, Bauducco, to contemporize the company, the concept and the visual identity portfolio.
Andr Britto, CMO of Bauducco, explains that Casa Bauducco is a front for direct experience with the company’s public.
Since the beginning of physical stores in 2012, Casa Bauducco has been a reference in bringing new products and differentiated journeys to its segment. With the rebranding, the franchise network updated what is intrinsic: Italian culture and contemporary times. We promote this evolution by understanding the need for updating to maintain our relevance, respecting our origin. The new face of the brand delivers a genuine journey, even more powerful and pulsating, occupying a very valuable space in consumers’ affective memories, highlights Britto.
The repositioning, carried out by the Alexandria Group, and the new visual identity designed by Pharus, makes the proposal of Italianity, an inherent root of the company, tangible. The new logo features an exclusive design inspired by the country’s typical coffee shops. The iconic B gains an arch as a graphic element that resembles local architectural portals, but can also represent the outline of the company’s flagship product, the panettone. Casa Bauducco is the only one that offers these dishes in warm slices all year round.
Here at Alexandria we are passionate about branding and we believe that everything in a brand says something. Casa Bauducco is a special space, where it is possible to experience the brand in a unique way. We are happy to welcome our House, now more cozy, inviting and contemporary, an increasingly Bauducco place, says Solange Ricoy, CEO and founder of the Alexandria Group.
The new layout of Casa Bauducco designed by Suite Arquitetos is cleaner, providing a contemporary experience.
The objective is to open the doors and invite the public to come in and experience the freshness and warmth of a true experience of a feeling called home, adds Britto.
Business
Currently, Casa Bauducco, which offers a differentiated space that combines a cafeteria and a business, has more than 150 stores distributed throughout Brazil. The renovation can be seen at the Shopping Eldorado (SP) unit.
Renata Rouchou, director of Expansion at Casa Bauducco, comments on the change.
“As the first time the chain has undergone a rebranding, we chose to carry it out where the first store was opened, in 2012. Furthermore, this establishment is the company’s own operation. A brand change in an exclusive location becomes a showcase of security for the franchisee, according to Renata.
The company is represented in each cluster (different business segments) such as shopping malls, airports, corporate and high street and creates solutions for each niche in which it operates.
The public will see our project come to fruition very quickly. The next to receive the new look is our franchisee’s unit at Shopping Higienpolis (SP). Next, the reformulation takes place in the operation at Guarulhos Airport (SP). In twelve months, 50 new franchises and 50 units that are in operation will be redesigned, concluded the Expansion director.
The initial investment in a franchise starts at R$450,000, depending on the model and size of the unit.
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