Americaff will be Marsalì from now on

04.12 New brand and corporate identity for Americaff, the coffee roasting company Moak acquired in 2005. The new brand Marsalì was presented on December 3rd in Marsala, the town where the company was founded in 1974. Speakers around the table were Alessandro Spadola, Moak Holding Spa General Manager, Annalisa Spadola, Marketing Director and Giuseppe Monciino, Sales manager for Sicily. Moak wanted to meet its clients during the meeting, in order to present the new sign belonging to Moak. From the new name to the visual identity system, the Marsalì project was entrusted to the for[me]moak team, in-house advertising agency, which used an innovative and modern visual language, though keeping a strong bond with the territory and paying homage to Marsala, Sicilian town rich in history and influences. Being inspired by the etymologic Arab origin – just like Moak originates from the Arab Mohac, Modica – the choice of Marsalì derives from Mars Alì (Port of Allah), name given to the town of Marsala by Arab domination. Even the iconographical research phase was inspired by the world of Arab architecture as well as majolica, which are still surviving in the town’s oldest quarters. “In a perspective of product distinction – explains Alessandro Spadola, Moak’s Holding Group General Manager – we acquired the roasting company of Marsala with the aim to establish a blend line, which positions itself on a market that differs from Caffè Moak; a coffee directing also to the large-scale retail trade. Obviously – continues Alessandro Spadola – Marsalì will have the same ethical and commercial values, being taken over by Moak, such as attention to quality, respect for the environment, as well as direct and expert assistance, which are part of our company philosophy and cannot but be pursued as by our nature”.
New names also for the blends, besides the packaging: Tostato 1, consisting of an accurate selection of Arabica coffees; Tostato 2, blend with stronger and creamier flavour; and Tostato 3, decaffeinated coffee. The product lines are available as follows: 1 kg coffee bean packages as for the horeca line, with 250 g tins solely for the decaffeinated, 120-pad packages for the serving line, while as for the Gdo sector, Marsalì offers a single blend - Tostato 4 - in 250 g ground coffee packages. Moreover, Marsalì created a new advertising product line, in order to strengthen its new identity, which has been made and chosen to facilitate operators in the use of the products, and will spread the new brand’s image.

In primo piano

Caffè Letterario 2016
letterario 2016

28.06 With more than 300 short stories arrived from all over Italy, the 15th edition confirms its annual success. Announcement is closed, and now we just wait for the outcome of the panel to see who is going to step on the podium. Cinzia Tani, a woman, will preside over the panel this year.

Moak at Taobuk 2016

01.09 Moak partner of Taobuk 2016, the International Book Festival, which will be held on September 10-17 in Taormina. Coffee will be, once again, an occasion to talk about art and literature. Together with the Grand Hotel Timeo, Moak is going to host some of the events scheduled for September 14th.

Fuori Fuoco 2017

22.07 Laura Seraniwill preside over the 2017 edition of Moak’s international photography contest Fuori Fuoco. Laura lives in Paris, where she has been “Présidente du Jury at the Prix Résidence pour la Photographie de la Fondation des Treilles” – director of the panel for photography at Fondation Les Treilles – since 2015.