Italy

Astoria introduced a new corporate image as an outcome of its corporate strategy to bring the Astoria brand image more in line with a vision and a market position that expresses excellence, research and innovation, teamwork and a passion for work, as well as ongoing improvement.

Starting with the logo, which retains the company’s red color and the distinct shapes of Astoria, the stylistic lines have been softened and simplified for a contemporary look, in line with the leading concepts of a company that looks to the future but never forgets the espresso coffee tradition.

The logo is accompanied by a new advertising slogan: "think espresso". To say that Astoria and those who choose Astoria "think espresso" means to sum up, in two words, the quality in the cup and the Italian style of Astoria coffee machines while expressing the passion for work and products, as well as the dedication that enables the Italian espresso to reach all parts of the globe.

The new corporate image has been coherently included in the company’s promotional materials and especially on its new website.

The website is available in six languages (Italian, English, French, German, Spanish and Portuguese). In addition to offering the entire range of Astoria products, with all the technical and stylistic details of its coffee machines, it provides comprehensive information about espresso coffee with interactive videos showing the coffee and bar world. The new image represents the values, the mission and the vision of the Astoria brand.