Melitta Coffee
Name, visual identity and packaging for a modern classic. Melitta capsuled for the competitive Brazil's coffee market.
Services
Identity , Naming & Packaging
Client
Melita Bentz
Year
2018
An Italian Symphony in Capsules
A Premium Coffee Brand Identity
A global coffee authority needed a distinctive brand identity, naming architecture, and premium packaging to launch its capsule coffee line in Brazil, standing out in a competitive market while conveying authentic Italian espresso quality.
The strategy shifted from typical coffee attributes to linking espresso with sensory living—captured in the tagline about enjoying a “fresh espresso to feel more of life.”
Naming used Italian musical terms: Staccato, Tenuto, Audace, Marcato, Ristretto to reflect each variant’s character, turning the lineup into a “symphony of flavors.”
Classic Edition
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Strong Edition
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Light Edition
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Creative Execution
Visual identity evoked a dramatic performance: dark theatrical backgrounds highlighted steaming espresso shots, with a warm color palette differentiating variants. Typography blended modern elegance and Italian craftsmanship, emphasizing the musical names.
Result
The cohesive, premium brand system successfully distinguished the launch, elevating capsule coffee to an emotional ritual. Full creative direction covered strategy, naming, photography, and packaging for a desire-driven market entry.
