RFG’s coffee roaster unveils fresh branding

Retail Food Group’s roast and ground coffee business Di Bella has revealed its new brand identity.

The brand refresh comes one month after Di Bella announced its consolidation with four national and international coffee companies, making it Australia’s second largest roast and ground coffee company.

The new tagline is “Greatness in the Detail”.

Darren Dench, CEO of Di Bella said: “Following the announcement of our consolidation, I am focused on continuing the company’s growth trajectory. This involves a new brand and a new business model that will allow us to scale up for new markets, opportunities and partnerships without losing Di Bella’s core focus on craft coffee roasting.”

Di Bella will undertake a phased rollout of the new brand identity and positioning and is targeting the end of the year for completion.