by Fabio Arangio
Coffee: Red, Brown, and Gold, color as a means of communication
Italian coffee roasting companies have deep roots that date back to the late 1800s, a crucial period when coffee began to transform from a simple beverage into a symbol of socializing and culture.
Among these roasting companies, our own, Il Caffè Manaresi, founded in 1898 in Florence, stands out as an emblem of tradition and quality. Similarly, Lavazza (1895 in Turin), Caffè Vergnano (1882 in Chieri, Piedmont), and Caffè Hausbrandt (1892 in Trieste, an important port for importing raw coffee), have played key roles in the development of coffee in Italy.
These companies—along with others that emerged later, such as Illycaffè in 1933 in Trieste—not only created unique blends but also established a national identity around coffee, turning it into a true daily ritual. The art of roasting, combined with a passion for quality, allowed these companies to become landmarks in the Italian coffee landscape.
Manaresi’s Historic Blends: La Prima, La Seconda, and La Terza
Caffè Manaresi’s blends have historically been classified into three categories: La Prima (the first), La Seconda (the second), and La Terza (the third). Each blend is characterized by a different ratio of Robusta and Arabica, offering a diverse range of flavors.The Prima blend favors the aromatic component of Arabica, offering a refined coffee meant for tasting. The Seconda strikes the perfect balance between acidity, body, and aromatic notes, while the Terza delivers the classic strong and bold Italian espresso.
This meticulous selection of raw materials and blending reflects our company's dedication to excellence and tradition, ensuring that every cup of coffee tells a story of passion and craftsmanship.
Lavazza and the Introduction of Color for Marketing: Qualità Oro and Qualità Rossa
Lavazza made a remarkable impact on the coffee industry with the introduction of Qualità Oro in 1956 and Qualità Rossa in 1970.Qualità Oro, with its Arabica-dominant blend, was designed to represent the pinnacle of quality, with an aromatic profile characterized by floral and fruity notes, making it ideal for espresso. This blend was carefully roasted to highlight its flavors, and its recognition was amplified by the iconic golden packaging.
Qualità Rossa, on the other hand, was created to meet the taste of Italians, combining Robusta and Arabica for a round and enveloping flavor. The strategic use of red and gold not only facilitated the recognition of these blends but also helped build a strong and lasting visual identity, allowing consumers to immediately associate a color with a taste experience.
The De Nozza Management of Caffè Manaresi
In 1986, Caffè Manaresi saw the ownership transfer to Dr. De Nozza, an entrepreneur already renowned for his success with La Cubana roasting company in Lucca.
Under his leadership, in addition to rebranding—which includes one of the few licensed uses of Michelangelo's David image in Florence—our company adopted a new branding strategy, introducing the names Rosso (red), Marrone (brown), and Oro (gold) to identify its historic blends, following the trend set by Lavazza and made famous by unforgettable TV commercials in the 1980s featuring Nino Manfredi and Nerina Montagnani.
These names and their corresponding packaging not only made the blends more recognizable but also paid homage to Lavazza’s innovative marketing work, which transformed coffee into a symbol of Italian lifestyle, celebrating not just the product but also the experience and ritual associated with it.
De Nozza’s approach skillfully merged tradition and modernity, reviving a fascinating story and making Manaresi’s blends stand out in the Italian coffee landscape.
