Project Scope:
For over a century, Victoria Arduino has been shaping the future of coffee with their cutting-edge design and technology. Their innovations have directly impacted the quality of coffee enjoyed today. With the launch of the Black Eagle, they put advanced technology in the hands of experts—a specialty machine that combines stunning design with sustainable features. This is why the Black Eagle has been the machine of choice at the World Barista Championships, empowering baristas to craft coffee excellence.
Innovation + Artistry = Maverick
The Maverick name was inspired by the baristas who use it—those who dare to break away from the ordinary and push the boundaries of their craft. Like the mavericks of history who redefined art, music, and technology, these baristas reject conformity and follow a vision others can't see. Maverick is more than a name; it's a tribute to the innovative spirit of baristas who elevate coffee-making to an art form.
Innovation Inspires Genius
To reinforce the idea behind Maverick, we explored how innovation has fuelled the vision of other mavericks throughout history. Without John G. Rand’s invention of the collapsible paint tube, Van Gogh wouldn’t have been able to capture the vivid spontaneity that defines his work; even Renoir acknowledged, “Without tubes of paint, there would have been no Impressionism.” Similarly, Shuichi Obata’s creation of the Technics SL-1200 turntable gave Grandmaster Flash the tools to revolutionise music through mixing and scratching, birthing genres like Hip Hop, Disco, and Techno. And Frank Nasworthy’s polyurethane wheels enabled the Dog Town Z-Boys to perform skateboarding tricks that transformed a local craze into a global phenomenon. These innovations empowered these pioneers to turn their visions into reality, just as Black Eagle Maverick empowers baristas to push the boundaries of coffee-making.
Crafting a Bold Future: Innovation, Artistry, and Heritage
The Maverick concept encapsulates the core values, bringing them to life in a way that draws from Victoria Arduino's rich heritage and spirit of innovation. The result is a brand that embodies a bold, contemporary vibe, resonating with a community of mavericks—those who are inspired by pioneers in craft, art, sport, and technology.
This connection between innovation and artistry is what makes Maverick more than just a coffee machine; it's a tool for those who push boundaries and redefine what’s possible.
Testimonial:
As Victoria Arduino Company, we organized a tender involving two Italian agencies and Delight for the new Black Eagle worldwide launch. Black Eagle is the Victoria Arduino hero product and, as a client, we aimed to reach a best-in-class positioning campaign. Thanks to their creative proposal, Delight won the tender. Daniel and Will proposed to us the best concept and go-to-market project.
During the project, Delight has demonstrated us to be a professional, creative and flexible agency and always up to date on the project evolution. The whole campaign has been a great success and was well received at it’s launch during HostMilano, with a significant rise in engagement on our website. It’s a pleasure to be their clients.
