At the end of the Eighteenth century, it was the English businessman John Woodhouse, who had just landed on the Sicilian coasts of Marsala, that describes the wine produces by local farmers (Marsala) an excellent drink, and thus became export promoter abroad. It is indeed well known that history makers crossed the town with Arab influence, among which heroic Garibaldi, who went ashore in Marsala on May 11th, 1860 with his Thousand volunteers and freed southern Italy from Bourbon oppression. In the “gorgeous urbs” – as Cicero described it – there’s not only wine producers. In 1974, the small roasting company Americaff is set up, which coffee is appreciated in good time in the island. In 2005, Moak acquires the plant, and relaunches it with a new brand in 2014: Marsalì. The name includes the etymological Arab origin of the town (port of Allah), which is not new for Moak, being proud debtor of its brand towards its hometown (in fact, Moak comes from the Arab word mohac, which means Modica). The project of the new corporate identity was entrusted to the for[me]moak team, in-house advertising agency that restyled the brand with innovative and creative language, worthy of respect by those who love merging past and present.
Moak is continuously in search of details, so that even the iconographical research phase was inspired by the world of Arab architecture as well as Sicilian majolica. New names also for the blends, besides the packaging: Top selection is the Tostato 1 – even in the highly refined “plus” version – consisting of a high percentage of Arabica and available in 1 kg coffee bean and 60-pad packages. For lovers of espresso with stronger and creamier aroma, Marsalì proposes the Tostato 2 blend with a higher percentage of Robusta, which is as well available in 1 kg coffee bean and handy 60-pad packages. Instead, as for the decaf line, Marsalì opted for the name Tostato 3, available in the elegant 250 g ground coffee tin and in pads. For the Gdo sector, Marsalì created one single blend, Tostato 4, in 250 g ground coffee packages.
“In a perspective of product distinction – explains Alessandro Spadola, Moak’s Holding Group General Manager – we acquired the roasting company of Marsala with the aim to establish a blend line, which positions itself on a different market, but not of lower quality compared to Caffè Moak. Obviously – concludes Alessandro Spadola – Marsalì will have the same ethical and commercial values, being taken over by Moak, such as attention to quality, respect for the environment, as well as direct and expert assistance, which are part of our company philosophy and cannot but be pursued as by our nature”.
An explosion of senses trying to satisfy every single palate and being able to position the new brand into different markets. In order to strengthen its new identity, Marsalì also created a new advertising product line, essential items for professionals in the field and communication tools to spread the new brand. From coffee to cappuccino cup, to napkin holders, plastic cups and sugar sachets, the new advertising products include the project’s innovative strength.
Recommended song for the reading of the present article: Arabian Lover – Duke Ellington & his Cotton Club Orchestra
