A distinctive identity, a consistent vision. Hausbrandt is evolving the way it tells its story, celebrating a legacy of more than 130 years while looking ahead to the future.

Some brands are part of history; others draw on their history to continue shaping the future. Hausbrandt belongs to the latter.

Founded in Trieste in 1892, Hausbrandt has been part of the story of Italian coffee for more than 130 years, building a distinctive identity recognized in Italy and around the world. Today, the company is opening a new chapter in the way it presents itself. An evolution rooted in continuity: the same history, the same values, a new perspective. A journey in which the heritage built over the generations becomes the foundation for a new phase of growth and development.

Hausbrandt is a unique brand with a deeply rooted heritage, further strengthened under the leadership of entrepreneur Martino Zanetti, who acquired the company and preserved its name, marking a defining step in the brand’s evolution and reinforcing its identity as a unique heritage to be preserved and enhanced. The company’s growth in recent years reflects the strength of a journey driven by the collective commitment of its people, while a new vision, embodied by the next generation represented by Arianna Zanetti, is guiding the brand into the future. This awareness lies at the heart of the evolution of Hausbrandt’s positioning and communications today.

Repositioning does not mean changing but choosing how to remain recognizable over time. A brand lives and evolves, reaching new markets, engaging new consumers and embracing new forms of expression. Its strength, however, lies in its ability to evolve without losing what makes it unique.

For Hausbrandt, this means drawing on its history, Italian identity, roots in Trieste, coffee culture, product quality, artistic sensibility and highly distinctive visual identity, to build a more contemporary narrative, one that reflects what the brand stands for today and, above all, what it aspires to become tomorrow.

“Hausbrandt is an icon of Italian coffee culture around the world, recognized for its logo and unmistakable ‘Moka’ symbol, its history, its affinity with art, the excellence of its products and its ability to put people at the heart of everything it does. Coffee brings people together: it creates connections, builds relationships, brings back memories and offers a moment of time and to enjoy with friends. That is why, for us, coffee is the most affectionate of all beverages, and why we celebrate it every day,” says Arianna Zanetti, President and CEO of Hausbrandt.

The brand’s renewed direction is built around five pillars: The Icon, History, Art and Culture, Coffee, and People.

The logo is the starting point: the essence of the brand’s identity, representing what it has been, what it is and what it will become. Red, white and black form a bold, unmistakable visual code that transcends eras and generations. Then there is the Moka, introduced in the 1960s and now an enduring hallmark of Hausbrandt, still in its original red today: an icon of the Italian coffee culture, conviviality and the pleasure of taste.

Trieste is an integral part of Hausbrandt’s character. A port city and crossroads of cultures, languages and traditions, it has given the brand an international outlook, a spirit of curiosity and an entrepreneurial mindset. A story that began in 1892, which has brought the culture of Italian espresso around the world and serves today as the foundation for the brand’s continued evolution.

Long before the concept of “brand culture” became widespread, Hausbrandt was already using art and culture to tell its story, building a distinctive visual identity through imagery, creativity and communication. This visual heritage remains very much alive, ready to be reinterpreted to inspire new forms of expression and support the brand’s contemporary evolution.

Coffee lies at the heart of the Hausbrandt brand. From sourcing and selection to roasting and the experience in the cup, every stage contributes to a distinctive quality profile, defined by aroma, body, persistence and consistency. This coffee culture is expressed every day, both in cafés and at home, through the product itself, expertise, craftsmanship and the experience of enjoying coffee.

Above all, coffee is about relationships. It brings together the people who produce and prepare it and those who choose and share it. That is why Hausbrandt places people at the centre of its vision, fostering a community of baristas, food service professionals, buyers and partners based on knowledge, dialogue and shared projects, creating lasting value.

The brand is also entering a new phase in its journey, bringing coffee culture into Italian homes through its presence in modern retail and large-scale distribution. This step reflects Hausbrandt’s ambition to strengthen its relationship with consumers beyond traditional coffee-drinking occasions and settings.

Hausbrandt embodies an Italian identity with an international outlook, deeply rooted in its heritage yet firmly connected to the present. The aim is not to change its voice, but to make it clearer and more distinctive.

A voice that combines authority with forward-looking energy, product expertise with human connection, and the brand’s iconic strength with its ability to evolve.

This renewed direction is therefore guided by one fundamental belief: a great brand does not need to reinvent itself to remain contemporary. It needs to recognize what makes it unique and have a clear vision of how to continue evolving.

For over 130 years, Hausbrandt has been telling the story of contemporary Italian espresso culture, drawing on the strength of its heritage, embracing a renewed voice, and remaining true to its soul.