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.



From now on you can find Wega also on Linkedin!
Linkedina business social network, will allow us to chat even more with you, our customers and  suppliers, and to keep you constantly updated about our news.

Wega success has always been linked to our desire to listen and talk to our network of contacts.
This is why we challenge ourselves every day to meet your needs and requirements in the best possible way.
We look forward to meet you on Linkedin!

Click here to follow us on Linkedin!

Dress me up: Wega, Astoria and Domus Academy design the coffee machines of the future

Defending our leadership in the field of industrial coffee machine production means establishing new paradigms, combining technological excellence with new consumer trends, supporting new movements, designs and needs: imagine a possible revolution in form and functionality, particularly where the emotional component plays a fundamental role in market dynamics.

This is the challenge behind the partnership deal between Wega Macchine per Caffè, Astoria and Domus Academy, the prestigious institute founded in Milan in 1982 that is part of the Laureate International Universities network. With the goal of exploring a new dimension for professional espresso coffee machines, Wega and Astoria decided to sponsor the 2013 Domus Academy Master in Design, supporting a team of students from emerging markets like China, India, South Korea, Taiwan and Portugal.

Designed around the definition of an international context applied to new product images, the Wega and Astoria-sponsoredDress me up project hosted Master students at their headquarters in Susegana, where they received constant, specific training to help them understand and navigate market dynamics and new project standards.

Wega and Astoria stand out for their constant attention to innovation, research and new trends. As the Dress me up concept suggests, the challenge consisted in coming up with a new aesthetic for the product while respecting the technological aspect: that is, outline a possible evolution towards new scenarios, where design can triumph over limitations in production and technology to become an essential competitive aspect and a catalyst for new product perception.

The Master was launched with an inauguration in July 2013, and this compelling initiative came to fruition last Tuesday, November 26th, with the presentation of final theses at the Domus Academy in Milano. Federico Gallia, Sole Director of the Ryoma Group and Chairman of the Board of Directors of Wega, Paolo Nadalet, Managing Director for Wega, Philippe Casens, Course leader for the Domus Academy Master in Design, Odoardo Fioravanti, designer and Project leader for the theses, and designer Lorenzo Bustillos presided over the event.

The final projects developed by the 2013 Master in Design students will be the focus of an exhibit called Open Doors, scheduled on Tuesday, December 10th, (6:00 p.m.) and Wednesday, December 11th (10:00 a.m. – 6:00 p.m.) at the Domus Academy in via Darwin 20 (free admission).

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