Segafredo & Coffee in Motion
This Barista comes to you
Best of both worlds
Designed for a highly specialized market environment
The BaristaMobil is designed for use at trade fairs and events. A latte macchiato can be ordered specifically via mobile phone or smartphone app, or it simply appears while moving through the space.
The mobile baristas are trained by Coffee in Motion. Dressed in a uniform inspired by classic stewardess styling, they approach customers directly with the BaristaMobil and prepare a trend coffee tailored to individual taste at the point of consumption.
For this international expansion, Segafredo was selected as a joint venture partner.
Mandant
Our tasks
- Joint Venture structuring and execution
- Business development
- Design of the new BaristaMobil
- Positioning of the joint venture
- Slogan development
- Contract structuring and negotiations
- Corporate design
- Development of a franchise concept
- Distribution agreements, financial modelling and presentations
How it all began
Werner Stingelin had a brilliant idea. As a frequent traveller, he observed that there was no consistent system anywhere in the world to provide a perfect latte macchiato on the move.
Whether on airplanes, trains, in hospitals or at other high-traffic environments where many people gather, the options were limited to thermos flasks, battery-powered espresso machines or instant solutions.
However, there was no acceptable solution for high-quality latte macchiato or cappuccino in gourmet standard. This was exactly what he wanted to change.
Designed for a highly specialized market environment
The BaristaMobil was planned for deployment at trade fairs and events. A latte macchiato can be ordered via smartphone or app—or it appears spontaneously as it moves through the venue.
The mobile baristas, trained by Coffee in Motion, operate the BaristaMobil in a highly recognizable, uniform concept. They actively approach customers and create a trend coffee tailored to individual preferences on site.
For this international expansion, Segafredo was selected as joint venture partner.
Core idea behind Coffee in Motion - The reinvented BaristaMobil
Suboptimal
The BaristaMobil in its original form
Inviting
The redesigned BaristaMobil concept
Story Telling
The inevitable Italian kiss
A latte macchiato without foam in a stylish cup. A small but intentional break with expectations—designed to create attention and enable strong advertising and storytelling effects around a distinctive product experience.
We supported the Joint Venture between Segafredo and CIM
Archive overview
Let’s talk – Free initial consultation
This conversation can change everything.
Whether challenges, ideas or strategic opportunities—sometimes a short exchange is enough to open a new perspective.
We are available to discuss your situation, your market positioning or your strategic options.
