Creative Direction + 360 Marketing
Designing premium espresso machines for the home barista, DILETTA is the emerging brand in the coffee world. In 2022 and 2023, I was responsible for the ongoing creative direction of all marketing initiatives.
Streamlined and standardized brand design and guidelines to ensure cohesive storytelling and enhance brand integrity in the digital landscape.
Executed the creative direction and content development for 360 product launches .
Optimized workflows for efficient asset production, meeting tight deadlines without compromising quality.
Managed vendor partnerships with a wide range of creatives.
Oversaw asset creation for multiple channels, including social platforms, email, website, and e-commerce.
Brand Identity
Creative Direction
I emphasized clean, high-end photography and ASMR-style videography, immersing viewers in the sensory experience of espresso making.
I curated design elements that exude modernity and paired it with a color palette of neutrals and warm moody café tones.
The content strategy centered on storytelling, education, and lifestyle imagery, making the Diletta experience feel both luxurious and accessible.
Diletta is a premium prosumer espresso brand that brings Italian craftsmanship into the modern home.
It was my goal was to position Diletta creatively as the perfect balance between heritage and innovation, offering reliable, stylish machines that elevate the home barista experience.
Education & Community
A key focus of the brand strategy was education, ensuring that home baristas understood Diletta’s top features and how these set it apart from competitors—especially within its price category.
To support this, we developed a feature- and user-focused content approach for PDP content, paid social, and promo ads. On organic social media, we involved our coffee community at every step by launching in-depth product reviews on YouTube and collaborations with influencers for hands-on demonstrations. This educational content not only showcased the machines’ capabilities but also helped build trust and engagement with our audience.
Limited Editions
Our community loves coffee, but they also want more sustainable solutions. Ethical sourcing goes beyond just the beans—the machine matters too. That’s why SCG introduced two limited color editions with the environment in mind: Diletta Mazarine and Diletta Evergreen. Designed for longevity and crafted with eco-conscious materials, these machines blend beauty, performance, and sustainability.
Our Goals:
Deepen Brand Connection – Align Diletta with the values of conscious baristas.
Artistic Expression – Position Mazarine and Evergreen as statement pieces that elevate coffee rituals and living spaces.
Sustainability – Showcase thoughtful material choices and design decisions that minimize environmental impact.
Drive Demand – Create excitement and exclusivity, tapping into the collector mindset.
Launched early November, the campaigns were a huge success, with both editions selling out before the end of the year and pushing huge traffic towards the Diletta brand.
