Segafredo connects with the new generation of coffee drinkers

Take Your Shot is by BBH London

By Creative Salon

01 October 2026

Turning the everyday espresso ritual into a moment of action, Segafredo has repositioned its brand via a new global creative platform created by BBH London, ‘Take Your Shot’.

The platform repositions the iconic Italian coffee brand for a new generation defining success on their own terms, confidently refashioning the Segafredo brand for the future.

‘Take Your Shot’, is a fresh, modern platform for the brand, built around the small, invisible yet significant moment when you take a breath and gather yourself before you kick into action to tackle what’s next.

The new positioning reinterprets Segafredo’s heritage through contemporary brand language, creating an authentic connection with a new generation of coffee drinkers for whom coffee is the unofficial language of getting shit done.

The identity refresh modernised existing brand assets including a simplified logo, revived colour palette and new typography system. The new design suite ladders tonally up to the broader ‘Take Your Shot’ positioning, capturing the progressive, uncompromising and passionate brand values through a bold visual language.

The launch film, directed by Rodrigo Inada through Iconoclast, is a cinematic ode to the refreshed Segafredo attitude, reimagining the perception we have of coffee. It realigns the coffee brand to the hustle and thrill of the Italian coffee bars Segafredo was born in.

Pierluigi Tosato, CEO of Massimo Zanetti Beverage Group. “We wanted to turn the coffee cup into a symbol of proactivity, a ‘trigger’ for those who decide not to wait for opportunities but to go out and create them. The visual storytelling of the ad and the strong strategic framework of the multichannel campaign are designed precisely to build long-term value, creating an authentic and dynamic connection with consumers around the world.”

Giacomo Tesolin, Chief Marketing Officer of Massimo Zanetti Beverage Group, said: “‘Take Your Shot’ marks the beginning of a new chapter for Segafredo. As our new global brand platform, it is the strategic framework that will shape how the brand communicates and builds relationships with consumers around the world. Segafredo has an extraordinary international heritage and our ambition was to reinterpret that through a contemporary brand language capable of creating an authentic connection with a new generation of consumers. BBH has done that with ‘Take Your Shot’, designed to build long-term brand equity, strengthen brand recognition and support business growth across our strategic markets.”

The brand platform launches across TV and social, beginning in Italy before rolling out to further European markets. While the TVC was shot earlier in the summer, OOH will follow later in the year.

Credits:

Campaign title: ‘Take Your Shot’

Client credits: Massimo Zanetti Beverage Group

Chief Executive Officer: Pierluigio Tosato

Chief Marketing Officer: Giacomo Tesolin

Head of Marketing (CEE): Susanne Reif-Peterlik

Advertising agency: BBH London

CCO London & Dublin: Felipe Serradourada Guimarães

Creative Director: Giulia Ferrarezi

Associate Creative Directors: Sara Sutherland, Ash Hamilton

Head of Design: Stephanie McArdle

Design Director: Adam Buckland, Oded Shein