Caffè Moak chose Host, the biennial International Hospitality Exhibition – held from 20-24 October in Milano Rho – to present a sneak peek of the new Ho.Re.Ca product range as well as the new advertising campaign patented and designed by for[me]moak, Moak’s in-house advertising agency.

Moak has set up a big botanic nursery within Pavilion 22 (Area g26k15) to present itself to buyers and visitors. The space holds various plant varieties of Mediterranean scrub, essences that symbolically tell about the values Moak has been following in its 50 years of activity and represent a sense of respect for the environment. It is a natural garden – designed together with Piante Faro (partnership began with the Radicepura Garden Festival project) – which represents a new way of interpreting spaces: natural locations recalling plantations and soil seen as “root guardian”, where modernity also means being able to look at the past.

First of all, the offer for the hotel, restaurant and catering industry was revolutionized: five product lines and 19 blends and single origins able to position themselves into the different international markets.

The Colonial line features a new packaging made of kraft paper as well as advertising products including pictures that tell the story of Moak and the coffee-producing countries.

The Aromatik line – blend with high percentage of Arabica – keeps being the queen of the company. It is faithful to its name and simple style, but the restyling expresses a new lifestyle concept, going from the new advertising product materials (clocks, frames, aprons, etc.) to the iconographic language in “pinstriped” colours, which will elegantly decorate coffee shops with the Aromatik sign.

The Essential line features a more charming and lively mood and will be supported by the “music” campaign, an explosion of energy and colours, which interprets the tools and characters linked to the six music genres in style of pop.

The Decaffeinated line does not change: the cup with green handle is the permanent feature of the blend. It will be offered in a 500g package, in order to guarantee the freshness and lightness of the product distinguished by low caffeine content.

New blends also for the Monorigin line, featuring five refined speciality coffees of Arabica coming from plantations that are closely monitored and uncontaminated.
Furthermore, another new product presented at Host is “Tarì Moak”, a double malt beer with coffee produced by the brewery Tarì.