Procaffe is the brand of an independent coffee maker from Split, Croatia, with a tradition of almost 30 years. Their espresso blends and many tea varieties are served at over 800 coffee shops in the region. Even though they were recognizable as a brand, they wanted to strengthen and modernize their brand. A brand strategy was reshaped, and accordingly, a new brand image has been developed. A relaxed Mediterranean lifestyle and holiday-like feelings were the leitmotifs and backbone emotions for developing a new brand.