From 1892 to the present
Hausbrandt was born in Trieste in 1892 and since 1988 it has been led by Martino Zanetti, who has made it famous throughout the world as synonymous with quality, excellence and Italian style. In over a century of history, Hausbrandt has thrilled the palate and conquered the eyes of many customers and continues to do so, every day, with always new creativity. Here is the story of this adventure.
1892-1920
The beginning
Hausbrandt's story begins in Trieste, in 1892, with Hermann Hausbrandt, former commander of the Austrian merchant navy. The entrepreneur manages to solve one of the biggest obstacles related to coffee, that of transport and preservation. Hausbrandt is the first company to offer processed blends in sealed metal containers and packaged in-house.
Three words
Highlight the quality of the coffee. With this aim, "Specialità Caffè Hausbrandt / Hausbrandt Coffee Specialties" was born: a simple and direct message, which in a very short time becomes a real brand. The historic slogan was also included in the packaging and on the first company vehicles, implementing a complete communication campaign.
The poster "Tre parole: Specialità Caffè Hausbrandt / Three words: Hausbrandt Coffee Specialties", with a little man in a turban as the main character, distorts the brand image. This illustration perfectly embodies the taste of the time and enjoys considerable success, so much so that it has been indissolubly identified with the company for a long time.
The Grevenbroich system
10 November 1990. In a commercial letter the patented Grevenbroich system is presented, an electric motor system that allows it to obtain a perfect roasting with a cooling system that guarantees the aroma of freshly roasted coffee.
The Old Men
The first advertising campaigns of 1910, or réclame, as they were called at the time, are interpreted by telling scenes of common life: the moment of coffee tasting shared by two joyful old men. The careful chromatic choices are combined with the sympathy offered by the two main characters, masterfully placed in a simple but representative setting.
Innovative communication
The image of "The Old Men" is used as advertising, inserted in the packaging and on the first company vehicles, implementing a global campaign, innovative for the time. Customized Hausbrandt vehicles fill the streets throughout Italy, enhancing the image and helping to establish the brand in the minds of customers.
The charm of the Belle Epoque
It was in these years that masters of poster design (Marcello Dudovich, Leopoldo Merlicovitz and Pietro Antonio Sencig) worked together with the brand to promote the products, fully immersed in what for many people is still the golden age of advertising. The images, commissioned by Hausbrandt to evoke the splendours of the time, represent brilliant examples of Art Nouveau and the Liberty style characterizing the Belle Epoque.
1920-1960
The line of cups
In 1926 the first line of cups with the Hausbrandt logo was released. The company, at the forefront of product and image innovation, is the first to develop a line of objects supporting and growing the perceived value of the brand in the minds of customers. The slogan is the one that has appeared in advertisements and products for more than half a century: “Hausbrandt Coffee Specialties”.
Leopoldo Metlicovitz
Originally from Trieste, he is one of the major artists involved in poster design: from posters of operas to advertising images of the early 1900s. For Hausbrandt, in 1926, he planned and designed a backdrop and the sign of Casa Hausbrandt, the brand's pavilion at the Trade Fair. A creative work that carries forward the futuristic vision of brand communication.
The company strenght
The difficulties of the Second World War did not affect the entrepreneurial spirit of the company, which established itself as the largest Italian roasting industry. The historic offices throughout the territory and the many Hausbrandt bars prove the continuous growth of the brand.
Virginio Zanetti
In the midst of the post-war boom, Virginio Zanetti, innovator and financier of the new entrepreneurial movements, personally promotes the establishment in several cities of important roasting plants, most of which are still operating today. In a short time, he established himself as the main importer of green coffee in the Bel Paese. Including among his customers most of the national coffee industries, he is able to guarantee a continuous rotation of about 100,000 bags of raw material, through a widespread logistics structure and the constant availability of product in his warehouses in the port of Trieste.
1960-1990
The “Moka”
Luciano Biban, a Venetian by birth and Friulian by adoption, is passionately dedicated to art and advertising, managing to achieve consensus in both fields. For Hausbrandt, it will be a key piece in communication, because he will create the logo that accompanies the company still today. Iconic and joyful, the Moka is in line with the advertising style of the 60s but able to break through the time barriers and remain imprinted in the minds of customers for a long time. A simple and immediate logo that combines many meanings: the tradition of the art of Italian coffee, homemade with love, the gesture of sipping coffee as a constituent element of an entire country, and the declaration of quality, expressed in the slogan "what a pleasure a good coffee", said directly by the anthropomorphised Moka. A complex but winning project, which has become the very image of Hausbrandt.
The start of the business
In 1968 Martino Zanetti laid the first brick of what would become one of the most representative companies in the world of coffee. After an experience serving his country, as an Alpini troops Officer, Martino Zanetti chose not to work in his father Virginio's company, but to devote himself to a completely independent entrepreneurial initiative, aimed at enhancing gourmet coffee selections, focusing more on aesthetic and taste passion than on the mere search for market shares. An unknown territory at the time, which marks a kind of break with the past, trying to conquer that elite of consumers looking for refined and high-quality products. The young entrepreneur Martino Zanetti thus presents himself with the opportunity to rent a small, but qualified, roasting business in the Marca Trevigiana area.
Martino Zanetti and Hausbrandt
Following a series of acquisitions, completing a ten-year development plan, the historic Trieste brand, "Caffè Hausbrandt", enters the company's assets, enhancing the group of companies as a qualitative reality of almost Central European and transnational nature. Under the careful guidance of Martino Zanetti, the research and product analysis laboratories, as well as the unified roasting plant in Nervesa della Battaglia, have been equipped with the most current technologies, so as to follow the entire coffee processing process with extreme care and professionalism. Martino Zanetti boasts a close link between tradition and modernity: values that have always characterized the history of the "Caffè Hausbrandt" brand. In full respect of the spirit in which it was born, the company today finds the place and date of origin highlighted in the company name: Hausbrandt Trieste 1892 S.p.A.
1990-2010
The evolution
At the end of the 1980s, with the entrepreneurial revolution of the new President Martino Zanetti, "Moka" was the protagonist of a shocking restyling that redesigned its features in a more refined and understated way. More intense in the colours of red and gold, Moka comes alive even more with a more communicative look as well as more current and modern, always smiling while sipping its coffee.
An unforgettable design
Throughout the company's history, there have been several awards for the quality of its work. Among the most recent, the prestigious Brand Design Association of New York awards the Gold Award - Certificate of Excellence for the restyling of the Hausbrandt logo, the historic "Moka" and the Accademia Maestri Pasticceri Italiani recognizes Hausbrandt with the gold medal "for the best Italian cup of espresso coffee" on the occasion of the XI Symposium.
Signature Coffee
The formal elegance and stylisation of the graphic elements pervade all the brand's communication tools. From advertising campaigns to objects that enrich the offer to customers, the concept of signature coffee is described with essential lines and communications.
Hausbrandt Art
Throughout the history of the brand, art, understood as a message intended for use, pleasantness and far from didactic advertising attempts, has been the stylistic figure of the dialogue established with the customer. Images, styles, chromatic choices have narrated eras, sensitivity and many small facets that made Hausbrandt the protagonist of Italian life. Colour, in the latest communication choices, is the primary mean, speaking to the public and immerging them in an aromatic, lively, persistent atmosphere. A visual picture of what our coffee conveys with every tasting.
Martino Zanetti, in addition to leading the company in an important modernization and in a continuous affirmation at an international level, enriches the communication of the brand with his art. The refined colours of Martino Zanetti interpret the porcelain lines created by Hausbrandt to celebrate the ritual of the coffee break in the most exclusive venues.
2010-OGGI
130 years
From 1892 to 2022. It's been 130 years since, for the first time, a steaming hot cup of coffee made an Italian happy. 130 years of challenges, growth and renewal, which led the brand to celebrate an important milestone: being a reference point among Italian excellence in the world. For the celebration campaign, the historic Hausbrandt moka comes out cheerfully from a stylized cup, drinking its steaming cup and joyfully exclaiming "What a coffee!", a play of elements that aim to put the focus on coffee and its quality, but with an essential style. The use of strong colours and clean lines also expresses the concept of conviviality, sharing and joy. A hymn to all the values that, for 130 years, the brand has been able to convey in its communication and above all with its products.
The rebirth of colour
With the restyling of the 2022 logo, to celebrate the Hausbrandt's 130th anniversary, the Moka has returned to its original red. The intense vivacity, expression of character and passion, has shone again. Red, inextricably linked to the history of Hausbrandt, is the colour of the heart, of energy, the expression of a of a tendency towards movement. It communicates certainty and dynamism; it is the fixed point that inspires for tomorrow. Black, on the other hand, connotes authority and security, prestige and certainty. It conveys the desire to always maintain a high-quality level of products. The clear legibility, especially thanks to the combination with red, creates a high-impact brand. The explosion of colour, a distinctive feature of the artist Martino Zanetti, becomes a sign and communication leaving the observer the pleasure of living it, reading it, experiencing it. In the new Hausbrandt image the artistic suggestions are transformed into furnishing elements constituting bars and clubs, installations and exhibition stands, once again in the name of art.
1892-1920
The beginning
Hausbrandt's story begins in Trieste, in 1892, with Hermann Hausbrandt, former commander of the Austrian merchant navy. The entrepreneur manages to solve one of the biggest obstacles related to coffee, that of transport and preservation. Hausbrandt is the first company to offer processed blends in sealed metal containers and packaged in-house.
Three words
Highlight the quality of the coffee. With this aim, "Specialità Caffè Hausbrandt / Hausbrandt Coffee Specialties" was born: a simple and direct message, which in a very short time becomes a real brand. The historic slogan was also included in the packaging and on the first company vehicles, implementing a complete communication campaign.
The poster "Tre parole: Specialità Caffè Hausbrandt / Three words: Hausbrandt Coffee Specialties", with a little man in a turban as the main character, distorts the brand image. This illustration perfectly embodies the taste of the time and enjoys considerable success, so much so that it has been indissolubly identified with the company for a long time.
The Grevenbroich system
10 November 1990. In a commercial letter the patented Grevenbroich system is presented, an electric motor system that allows it to obtain a perfect roasting with a cooling system that guarantees the aroma of freshly roasted coffee.
The Old Men
The first advertising campaigns of 1910, or réclame, as they were called at the time, are interpreted by telling scenes of common life: the moment of coffee tasting shared by two joyful old men. The careful chromatic choices are combined with the sympathy offered by the two main characters, masterfully placed in a simple but representative setting.
Innovative communication
The image of "The Old Men" is used as advertising, inserted in the packaging and on the first company vehicles, implementing a global campaign, innovative for the time. Customized Hausbrandt vehicles fill the streets throughout Italy, enhancing the image and helping to establish the brand in the minds of customers.
The charm of the Belle Epoque
It was in these years that masters of poster design (Marcello Dudovich, Leopoldo Merlicovitz and Pietro Antonio Sencig) worked together with the brand to promote the products, fully immersed in what for many people is still the golden age of advertising. The images, commissioned by Hausbrandt to evoke the splendours of the time, represent brilliant examples of Art Nouveau and the Liberty style characterizing the Belle Epoque.
1920-1960
Leopoldo Metlicovitz
Originally from Trieste, he is one of the major artists involved in poster design: from posters of operas to advertising images of the early 1900s. For Hausbrandt, in 1926, he planned and designed a backdrop and the sign of Casa Hausbrandt, the brand's pavilion at the Trade Fair. A creative work that carries forward the futuristic vision of brand communication.
The line of cups
In 1926 the first line of cups with the Hausbrandt logo was released. The company, at the forefront of product and image innovation, is the first to develop a line of objects supporting and growing the perceived value of the brand in the minds of customers. The slogan is the one that has appeared in advertisements and products for more than half a century: “Hausbrandt Coffee Specialties”.
The company strenght
The difficulties of the Second World War did not affect the entrepreneurial spirit of the company, which established itself as the largest Italian roasting industry. The historic offices throughout the territory and the many Hausbrandt bars prove the continuous growth of the brand.
Virginio Zanetti
In the midst of the post-war boom, Virginio Zanetti, innovator and financier of the new entrepreneurial movements, personally promotes the establishment in several cities of important roasting plants, most of which are still operating today. In a short time, he established himself as the main importer of green coffee in the Bel Paese. Including among his customers most of the national coffee industries, he is able to guarantee a continuous rotation of about 100,000 bags of raw material, through a widespread logistics structure and the constant availability of product in his warehouses in the port of Trieste.
1960-1990
The “Moka”
Luciano Biban, a Venetian by birth and Friulian by adoption, is passionately dedicated to art and advertising, managing to achieve consensus in both fields. For Hausbrandt, it will be a key piece in communication, because he will create the logo that accompanies the company still today. Iconic and joyful, the Moka is in line with the advertising style of the 60s but able to break through the time barriers and remain imprinted in the minds of customers for a long time. A simple and immediate logo that combines many meanings: the tradition of the art of Italian coffee, homemade with love, the gesture of sipping coffee as a constituent element of an entire country, and the declaration of quality, expressed in the slogan "what a pleasure a good coffee", said directly by the anthropomorphised Moka. A complex but winning project, which has become the very image of Hausbrandt.
The start of the business
In 1968 Martino Zanetti laid the first brick of what would become one of the most representative companies in the world of coffee. After an experience serving his country, as an Alpini troops Officer, Martino Zanetti chose not to work in his father Virginio's company, but to devote himself to a completely independent entrepreneurial initiative, aimed at enhancing gourmet coffee selections, focusing more on aesthetic and taste passion than on the mere search for market shares. An unknown territory at the time, which marks a kind of break with the past, trying to conquer that elite of consumers looking for refined and high-quality products. The young entrepreneur Martino Zanetti thus presents himself with the opportunity to rent a small, but qualified, roasting business in the Marca Trevigiana area.
Martino Zanetti and Hausbrandt
Following a series of acquisitions, completing a ten-year development plan, the historic Trieste brand, "Caffè Hausbrandt", enters the company's assets, enhancing the group of companies as a qualitative reality of almost Central European and transnational nature. Under the careful guidance of Martino Zanetti, the research and product analysis laboratories, as well as the unified roasting plant in Nervesa della Battaglia, have been equipped with the most current technologies, so as to follow the entire coffee processing process with extreme care and professionalism. Martino Zanetti boasts a close link between tradition and modernity: values that have always characterized the history of the "Caffè Hausbrandt" brand. In full respect of the spirit in which it was born, the company today finds the place and date of origin highlighted in the company name: Hausbrandt Trieste 1892 S.p.A.
1990-2010
The evolution
At the end of the 1980s, with the entrepreneurial revolution of the new President Martino Zanetti, "Moka" was the protagonist of a shocking restyling that redesigned its features in a more refined and understated way. More intense in the colours of red and gold, Moka comes alive even more with a more communicative look as well as more current and modern, always smiling while sipping its coffee.
An unforgettable design
Throughout the company's history, there have been several awards for the quality of its work. Among the most recent, the prestigious Brand Design Association of New York awards the Gold Award - Certificate of Excellence for the restyling of the Hausbrandt logo, the historic "Moka" and the Accademia Maestri Pasticceri Italiani recognizes Hausbrandt with the gold medal "for the best Italian cup of espresso coffee" on the occasion of the XI Symposium.
Signature Coffee
The formal elegance and stylisation of the graphic elements pervade all the brand's communication tools. From advertising campaigns to objects that enrich the offer to customers, the concept of signature coffee is described with essential lines and communications.
Hausbrandt Art
Throughout the history of the brand, art, understood as a message intended for use, pleasantness and far from didactic advertising attempts, has been the stylistic figure of the dialogue established with the customer. Images, styles, chromatic choices have narrated eras, sensitivity and many small facets that made Hausbrandt the protagonist of Italian life. Colour, in the latest communication choices, is the primary mean, speaking to the public and immerging them in an aromatic, lively, persistent atmosphere. A visual picture of what our coffee conveys with every tasting.
Martino Zanetti, in addition to leading the company in an important modernization and in a continuous affirmation at an international level, enriches the communication of the brand with his art. The refined colours of Martino Zanetti interpret the porcelain lines created by Hausbrandt to celebrate the ritual of the coffee break in the most exclusive venues.
2010-OGGI
130 years
From 1892 to 2022. It's been 130 years since, for the first time, a steaming hot cup of coffee made an Italian happy. 130 years of challenges, growth and renewal, which led the brand to celebrate an important milestone: being a reference point among Italian excellence in the world. For the celebration campaign, the historic Hausbrandt moka comes out cheerfully from a stylized cup, drinking its steaming cup and joyfully exclaiming "What a coffee!", a play of elements that aim to put the focus on coffee and its quality, but with an essential style. The use of strong colours and clean lines also expresses the concept of conviviality, sharing and joy. A hymn to all the values that, for 130 years, the brand has been able to convey in its communication and above all with its products.
The rebirth of colour
With the restyling of the 2022 logo, to celebrate the Hausbrandt's 130th anniversary, the Moka has returned to its original red. The intense vivacity, expression of character and passion, has shone again. Red, inextricably linked to the history of Hausbrandt, is the colour of the heart, of energy, the expression of a of a tendency towards movement. It communicates certainty and dynamism; it is the fixed point that inspires for tomorrow. Black, on the other hand, connotes authority and security, prestige and certainty. It conveys the desire to always maintain a high-quality level of products. The clear legibility, especially thanks to the combination with red, creates a high-impact brand. The explosion of colour, a distinctive feature of the artist Martino Zanetti, becomes a sign and communication leaving the observer the pleasure of living it, reading it, experiencing it. In the new Hausbrandt image the artistic suggestions are transformed into furnishing elements constituting bars and clubs, installations and exhibition stands, once again in the name of art.
