aespa’s Karina Takes the Spotlight as this K-Coffee Brand Undergoes Full Makeover in 23 Years

Coffee Brand 'Pascucci' Undergoes Major Rebranding After 23 Years in South Korea!

Pascucci, the Italian style coffee brand operated by SPC Group, is undergoing a significant rebranding for the first time in its 23-year presence in South Korea. On February 4, the company announced its new slogan, “Sense of Italy,” as part of this transformation.

The rebranding aims to provide customers with a holistic brand experience through a multi-sensory approach. The sights and textures of Italian-inspired spaces, the aromas and sounds of espresso brewing, and the authentic flavors of Italian cuisine will come together to create a comprehensive sensory journey.

aespa’s Karina Stars in New Ad Campaign

As part of its rebranding campaign, Pascucci released a teaser commercial on February 3, featuring Karina from aespa. The ad showcases two versions of Karina introducing the brand’s “Italy Pairing” concept, which highlights unique food and beverage combinations inspired by Italian culture.

With its revamped identity, upscale interiors, and carefully crafted menus, Pascucci is set to bring a more immersive and refined Italian coffee experience to its customers in South Korea.

New Branding and Interior Design Unveiled

As part of its rebranding, Pascucci has introduced a new brand identity and interior design concept. The word "Caffe" has been removed from its logo to broaden its association with Italian culture beyond just coffee. A luxurious gold color, representing the golden crema of authentic Italian espresso, has been added to enhance its upscale image.

Inside the redesigned stores, wood tones reminiscent of espresso are featured on the walls, while lattice shelves and floral patterns add an elegant, classic touch.

Pascucci’s rebranded stores will be categorized into four types, each designed to highlight the brand’s key values. Core stores will serve as flagship locations where customers can fully immerse themselves in the brand’s identity and experience its core values. Centro stores, operated directly by the company, will be the first to introduce new and specialized menu items, offering a taste of innovation. Espresso bars will focus exclusively on delivering authentic Italian espresso, creating a refined and specialized coffee experience. Lastly, specialty stores will cater to unique locations such as highway rest stops, maintaining the brand’s original design to suit diverse environments.

To complement the new concept, Pascucci is launching signature menu items such as the Esoplate (Espresso Plate), which includes a shot of espresso paired with a variation drink, and the Cassata Tiramisu, made with mascarpone cheese, a staple of Italian desserts. The coffee used in Pascucci’s offerings is brewed with Golden Sack, a signature blend of coffee beans imported directly from Italy. The brand plans to introduce seasonal menus reflecting the essence of Italian flavors through its ongoing rebranding campaign.