Since its launch in 2004, TASSIMO has come a long way becoming Mondelez International’s fastest growing brand in 2013.
It has an unmatchable variety of 40+ branded drinks from consumers favourite brands such as Carte Noire, Cadbury, Milka and Twinings to name a few. The great range of brewers allow their owners to serve hot drinks perfectly every time at the touch of a button, to coffee shop standards.
We were briefed to refresh the brand identity we had originally created for Tassimo in 2009. The key objective of the packaging design was to drive drink purchase and consumption, increase the repertoire of drinks purchased and constantly excite consumers with new product launches. From our original design in 2009 the permanent portfolio had evolved, and there was a need to deal with different ranges serving different snacking occasions. This required a re-look at the pack architecture and the introduction of a segmentation strategy in order to ease navigation and ensure visibility/readability of variants/offers across the primary packs.