This initiative sought to modernize the brand while preserving the core values that have defined it since its inception under the leadership of Rui Nabeiro. The chosen positioning statement was at the heart of this rebranding effort: “A Brand with a Human Face.” This concept emphasized the human connection, focusing on people and the exceptional quality of coffee as the central pillars of the brand’s identity.

Delta’s renewed identity was designed to resonate globally, projecting warmth, authenticity, and excellence while maintaining the trust and loyalty it had cultivated over decades. The rebranding effort was not just about aesthetics but about refining the brand’s narrative to align with its evolving vision: a commitment to quality coffee and the people who grow, serve, and enjoy it.