・ Delivering a comprehensive Italian experience to customers
・ Unveiling a new brand identity featuring gold hues symbolizing espresso’s golden crema
・ Introducing various store formats: Core, Centro, and Espresso Bar
・ Launching signature menu items like the Espresso Plate and Cassata Tiramisu
・ Releasing a teaser advertisement featuring model Karina on the 3rd, highlighting Italian pairings
SPC Group’s Italian coffee brand, Pascucci, has announced a rebranding initiative.
The rebranding, introduced under the slogan “Sense of Italy,” reflects Pascucci’s commitment to bringing the essence of Italian culture into everyday life. Customers will experience a holistic brand journey through all five senses—the visual and tactile elements of an Italian-inspired space, the aroma and sound of espresso and various coffee extraction processes, and the authentic flavors of traditional Italian menu offerings. By engaging multiple senses, Pascucci aims to deliver a truly immersive Italian experience.
Pascucci has also revealed a new brand identity and store interior design. To create a broader Italian experience, the word ‘Caffe’ has been removed from the existing logo. The gold color, representing the golden crema of Italian espresso, has been incorporated to enhance a premium image. Inside the stores, wooden elements reminiscent of espresso hues have been applied to the walls, along with lattice shelves and floral patterns, creating a classic ambiance.
Signature menu items have also been introduced to align with the new brand concept. The Espresso Plate consists of a traditional espresso paired with a variation drink of choice, including Affogato, Con Panna, Strapazzato, and Macchiato. The Cassata Tiramisu, made with mascarpone cheese, represents one of Italy’s signature desserts. All coffee beverages are crafted using Pascucci’s signature Golden Sack blend, which is directly imported from Italy. Pascucci plans to introduce new menu items inspired by Italian flavors each season as part of the rebranding campaign.
Pascucci plans to expand its rebranded stores, incorporating the new brand identity (BI) and interior design. The rebranded stores will be operated under four distinct formats: Core stores, which serve as flagship locations where customers can fully experience the core values and imagery of “Sense of Italy”; Centro stores, company-operated locations that embrace Italian authenticity while leading new trends and introducing specialized menus ahead of the market; Espresso Bars, which focus exclusively on espresso-based beverages; and Specialty Stores, designed for unique commercial settings such as highway rest areas, where the original red and black interior design has been retained to suit the specific market environment.
As part of the rebranding campaign, Pascucci released a teaser advertisement on the 3rd featuring Karina, a member of the group aespa. The ad showcases two versions of Karina, introducing Pascucci’s ‘Italy Pairing’ concept. The full advertisement will be aired across various media platforms, including TV and YouTube, starting on the 10th.
A Pascucci representative stated, “Since its introduction to Korea in 2002, Pascucci was the first domestic coffee franchise to implement the espresso bar concept, playing a leading role in promoting Italian coffee culture through offerings like panini and gelato. Through this rebranding, we aim to carry on the brand’s 140-year-old Italian heritage while presenting products and services that align with new consumer trends to remain a beloved brand.”
On the 13th, Pascucci will hold franchise information sessions in major cities nationwide under the theme ‘Youth Entrepreneurship 2030,’ focusing on the Espresso Bar model, which allows for small-scale investments. Details on the schedule and locations can be found on Pascucci’s official website.