Case Study: Blu achieves brand repositioning and B2C expansion with Caffeina

Blu expands from B2B to B2C with Caffeina, serving 50,000+ customers

The customer, Blu, an Italian water distribution company with a strong B2B presence, sought to expand into the B2C market and redefine its brand. They engaged the vendor, Caffeina, to meet the challenge of repositioning the brand to effectively communicate its value to both business and consumer audiences.

Caffeina developed a new strategic brand direction centered on simplicity and freedom, which was executed through a cross-platform approach. This included a complete visual and conceptual rebrand and a comprehensive redesign of Blu's website. The new digital product featured a modular content architecture, a product configurator for e-commerce and free trial requests, and optimized lead generation flows for both B2B and B2C target audiences. The solution provided Blu with a flexible content governance system, allowing them to easily create new, targeted landing pages while maintaining a cohesive and effective brand experience.

Blu