Torani

Expanding Relevance in a Changing Market

Torani, the world famous San Francisco-based producer of café syrups and flavorings, had achieved 95% market penetration with its core line of syrups. But their market was evolving. A proliferation of new, independent and upscale cafés was opting for competitor products as a way to differentiate from the mainstream. To secure its position in these more discerning cafés, Torani developed a premium, all-natural line of artisan Signature Syrups crafted with simple, premium ingredients and pure sugars selected and blended to enhance each flavor’s unique properties. Torani engaged Trinity Brand Group to design a display-worthy bottle and sophisticated graphics for the new line. The resulting package and product line doubled sales in year two and quickly went international with significant volume in Asia, Canada and Mexico. Also, brand quality metrics for Torani overall increased 10 points while competitor ratings declined.

INSIGHTS

A Balance of Form and Function

Café operators display their syrups in plain sight of their customers, making the bottles an important part of the café décor and overall experience. The look and quality of the syrup brand displayed makes a statement about the café itself. The bottle had to speak a premium language. It had to be functional, too—baristas must be able to know which flavor they’re reaching for at a glance.

STRATEGY

Respecting Heritage

The design strategy focused on stretching the Torani brand into a more premium space, one fit for the high-end food service industry. We sought to build on the brand’s respected heritage while expanding its relevance in more upscale and independent-minded establishments. We identified the opportunity to develop the first of a Signature line that could create a halo for the entire Torani brand.

CREATIVE

Display-Worthy Elegance

Trinity developed a brand identity, bottle structure, packaging graphics and illustration style that position the line as a distinctively high-end option. A clear label on frosted glass draws attention to the liquid, and the iconic Torani script and tower are presented with an elegant, understated touch. The sophisticated color palette across the bottle capsules ensures operators don’t miss a beat locating the flavor they need. And refined typography and hand-drawn flavor illustrations reinforce the artful and premium nature of the offering, providing a display-worthy package that sets their customers apart.

“The Trinity team delivered beyond my expectations…not only were the designs themselves amazing, but their ability to dig in, understand our business challenges and translate those insights into design options was truly amazing.”

Amy Ware - Marketing Director, Torani