NEWS

12 December 2023

Wega, a new, strong and recognisable image.

An ever-growing brand with solid roots.

The communication history of Wega, one of the most famous brands in the Ryoma portfolio, has reached a new turning point.

Always an ambassador of Italian quality and excellence in the world, Wega now has a new image, redesigned to consolidate the strong presence of a recognisable reality, making it suitable for all the needs of today’s communication scenario. The rebranding is based on the values of tradition and a vision of the future: at Wega we create design machines that encapsulate the essence of real espresso.

The iconic monogram of the cup is simplified in favour of cleaner lines, while the typeface – particularly memorable and instantly associative – is enhanced. For the typographic part, a study was also developed around a custom corporate bold typeface that would capture the soul of Wega.

The new claim – Superior Coffee Experience – evolves in line with the company’s internationalisation, highlighting the coffee experience that is made possible by the quality and tradition of an ever-growing brand with solid roots.

Wega is ready for a new adventure with an exclusive face that interprets the perfect fusion of design and technology, concentrating the aroma of coffee in an aesthetically perfect gesture.

 

Ryoma at HOST 2023

For the first time, the holding tree gathered all its brands in one space.

Team unity was the watchword at the latest new edition of HOST 2023, where Ryoma brought together all its brands in a large stand where visitors could admire all the solutions for the coffee world offered by the various brands of the Italian group.  

The Ryoma tree
The stand featured a tree whose branches included all the different brands that the Group has decided to focus on in recent years. A highly symbolic choice that sanctions the unity of intentions and the collective vision that strengthens the reality of Ryoma, which  is increasingly determined on the one handto consolidate its investments in the coffee sector, and on the other to continue to expand its range of solutions (HLF’s entry into the Group, with super-automatic machines that will enrich the Group’s product portfolio).

New products for 2024
Ryoma’s brands unveiled many new products at this edition. From the new platform of Astoria’s iconic Plus 4 You Advantage to Wega’s WBar Pro and the innovative rebranding of these two historic companies. Macap’s coffee grinders, with a brand new platform, are specifically designed to meet the needs of coffee shops. To complete the domestic range, visitors were able to take a closer look at the LEO 55 line.   

Host, a showcase for global challenges
With a new attendance record, HOST 2023 was once again the benchmark for the entire Ho.Re.Ca. world, and for Ryoma it was an opportunity to strengthen partnerships and build new business relationships for the future. The audience was enthusiastic, and although the market is currently challenging, the Group’s investments are moving in the direction required by international coffee business players.

 

Astoria, a clear and futuristic rebrand

The new claim emphasises tradition in a recognisable and straightforward way.

An important step for Astoria – one of the historic brands in the Ryoma portfolio – marks a new beginning in communicating its core values.
The V12 Design studio has overseen a rebranding that represents a real turning point in the history of the Italian brand, reaffirming its important tradition in a modern and entirely new key.

A future of excellence awaits Astoria, which now presents itself with a new logo that is clear and futuristic, with a decisive character, projected towards an ascending pyramid that recalls the brand’s vision of developing upwards. The bright, luminous and dynamic Pantone red is adaptable to the darkest backgrounds and any situation.

With the new claim “With you. With coffee”. Astoria aims to enhance tradition in a snappy and recognisable way, exporting reliability and great performance around the world.