Five years after a successful launch, what started as a small family of 5 products, became a wide range of over 20 coffee blend variants. Elite Coffee Premium Capsules come in a variety of sizes and shapes, different flavors, strengths, and countries of origin. When we started out, instead of fancy names, each variant was given a number denoting the strength of the coffee. Over the years more extensions were added, in various flavors and countries of origin, with each SKU sporting a design that represented its contents. Eventually, however, the shelf began to look way too busy with a mesh of graphics and descriptions, making differentiation an issue.
As everything else, design must evolve with time. The brand had to regroup, fall in line, and become one family again.
Our approach was to create a new, exclusive presentation with an underlying motif depicting the capsule set on a royal blue background, associated with wisdom, choice selections, and class. The line looks neater, more uniform, and yet more clearly conveys the characteristics of each variant. The result is a much friendlier brand, easier to find on the shelf. And if you’ve read this far, you totally earned a coffee break!
photography: Daniel Shechter