Project Scope:
The Black Eagle Maverick has long been the machine of choice for world champions and pioneering cafés. With Maverick Core, Victoria Arduino set out to distil that innovation into a more focused expression; designed for baristas who value essential control and intuitive rhythm above all else.
Protecting a Reputation
The Black Eagle platform had become synonymous with high-performance speciality coffee. The challenge was to evolve the story without diluting its reputation. Core needed a strategic role: not a lesser version, but a distilled one – embodying the same values of craft, performance and sustainability in a form that celebrates clarity and flow above all else.
The Essentialist
We positioned Maverick Core as the ‘essentialist’ within the Black Eagle family. The strategy focused on stripping the experience back to what matters most for the barista: precision, clarity, rhythm.
In Rhythm with Champions
Working with brand ambassador and World Barista Champion Mikael Jasin, we captured how Core supports the daily rituals of service without distraction, framing it as a machine that feels natural under pressure.
Core launched with a clear, confident role within the Black Eagle portfolio. Strategic clarity, reinforced by the voice of a world champion, made it easy for baristas and café owners to understand its purpose: the same Maverick spirit, in a distilled form. This strategic platform became the foundation for the creative work that followed – from film and photography to branding and campaign – bringing Core’s essentialist story to life.
Testimonial:
Linked Creative
