Allegro Coffee Company

Brand Repositioning


Project Overview

Allegro Coffee is a premium brand distributed at Whole Foods Market. The company originally hired our team in the early 2000’s to refresh the entire brand, including identity, tagline, packaging, in-store displays, an extensive guidelines book and merchandising manual.

Our team has continued to work with the internal marketing department since our initial partnership to provide ongoing creative direction to help evolve the brand and create new design solutions for an ever growing company.

As brand awareness increased, Allegro began to expand into additional beverage segments including tea and drinking chocolate. With plans to introduce even more product lines in 2011, Allegro approached D+i with the charge to help them refresh the brand’s position and expression. Since all of the new products did not share the primary attribute of hand-crafted (as the original coffee brand boasted), the brand needed to shift from a functional focus to a conceptual one appropriate to the new and future segment additions.

Allegro Coffee Company

Brand Strategy
Expression Platform
Brand Guidelines
In-store Graphics
Product Packaging
Point of Sale



Starting from a strategic overview informed by internal insights and interviews, our team evolved the brand story to encompass the entire Allegro product line. Messaging evolved to a new approach that utilizes a beginning-to-end-journey to describe a sourcing model and the portray concept of discovery. Unable to change the original brand name, we developed a system for how each of the products could utilize the brand root, Allegro, as the connective thread in the visual treatment.

We developed a brand architecture for each of the products and updated the packaging and graphic system for the coffee line to reflect the new positioning.

We have since redesigned the packaging for drinking chocolate from the ground up and our teams continue to collaborate on a regular basis with the internal marketing department to create seasonal promotions, new product packaging, environmental and 3-dimensional design and marketing collateral for any and all of the branches of the Allegro brand.