Master Flavor Class - Torani
Creative Direction & Production
At the start of the pandemic, beverage giant Torani needed to maintain strong relationships with its loyal community of café and restaurant owners — many of whom were facing major disruptions. Typically, Torani hosted in-person flavor experience events to build brand love and teach innovation. But with the world on pause, they needed a remote solution that still felt immersive, joyful, and hands-on.
Insight
Torani isn’t just about flavor, it’s about creating emotional connection through taste. Their audience wasn’t looking for another webinar. They were looking for inspiration, tactile delight, and a sense of belonging, even from a distance.
We realized that if we could turn flavor science into a guided story-driven experience, we could make education feel like celebration.
Context
Solution
We created Master Flavor Class — a beautifully produced e-learning experience centered on flavor exploration, delivered in custom kits mailed directly to participants.
The series paired Torani’s food scientists with a tight narrative arc around palate discovery, flavor pairing, and emotional connection to taste. Every lesson was designed to be part science, part storytelling, part brand moment — and fully sensory.
We oversaw creative direction, scriptwriting, production, and experience design — all structured to scale globally without losing intimacy.
Impact
Replaced costly in-person events, saving over six figures annually while providing enjoyable and innovative inspiration to its clients.
Became a core tool in Torani’s ongoing customer engagement strategy and has been translated into multiple languages.
Reinforced Torani’s position not just a aproduct, but as a brand that teaches, celebrates and connects.
At the heart of Master Flavor Class was the Flavor Kit — a custom-curated box mailed to every participant ahead of the session. Designed to turn a remote event into a shared, sensory experience, each kit included a selection of Torani syrups, tasting spoons, flavor wheels, surprise ingredients, and printed materials to guide each module.
But this wasn’t just swag. Every item in the kit was intentionally chosen to sync with the lesson plan — from the sequence of sips to the written prompts that sparked discussion. It allowed participants to engage their senses, explore their personal taste profiles, and feel part of something communal, even while remote. It transformed the idea of an “online training” into something far more memorable: a brand-driven experience people could taste.
“Working with Matt to bring Torani’s virtual, interactive Master Flavor Class to life was an exceptional experience from start to finish. We started with the heart of a great idea—and Matt helped us shape, expand, and elevate that idea into something truly extraordinary.”
Stacy Cooper Dent, VP Purpose & Strategic Mobilization - Torani
A Tasty Design System
To create a sense of flow and clarity across the experience, we developed a modular visual system. Each lesson was color-coordinated and thematically distinct, allowing participants to easily follow along in the printed workbook and flavor kits.
Each module ended with an interactive group activity: from live tastings, to flavor-pairing challenges, to discovering what kind of taster you are. These hands-on moments transformed passive learning into shared discovery.
While the experience was pre-recorded to maintain quality and consistency, we structured the videos with intentional pause points and built-in breaks. A live Torani moderator hosted each session, guiding discussion, inviting participation, and facilitating connection in real time. This created a hybrid experience that felt both polished and personal.
This blend of structure and spontaneity allowed Master Flavor Class to feel like a true event, even across kitchens, countries, and time zones.
“Matt has a rare ability to blend strategic thinking with bold creativity. He was an incredible partner—collaborative, proactive, responsive, and genuinely enjoyable to work with. The final product exceeded our expectations and brought our brand to life in a way that resonated powerfully with our audience. I would work with Matt again in a heartbeat.”
Stacy Cooper Dent, VP Purpose & Strategic Mobilization - Torani