London-based strategic brand agency Path has supported Campanini in crafting the design for its new everyday premium range of coffee capsules. Campanini’s new packaging embodies modern Italian style that is elegant yet approachable.
Owned by UCC Europe, the European market leader for private label and single portion coffee, the brand needed to standout in the consumer market with a modern design that reflected its Italian influence and outstanding quality. The creative challenge was in building strong visual equities to establish the Campanini brand whilst also creating appeal and supporting navigation with an expression that made sophistication, simple.
Inspired by timeless Italian style, Campanini’s new design contrasts classic typography with clean modern lines. A chic colour palette brings vibrancy and elegance to the design whilst a subtle pattern inspired by Italian tiles, adds depth and gives the brand a more premium feel.
Uncluttered and uncomplicated, the design employs a simple visual language to support navigation. An image of a Campanini capsule sitting alongside an inviting coffee served in a stylish cafe glass adds a final touch of taste appeal and approachability.
“To win the category, Campanini needed to strike the right balance between heritage and modernity, premium-ness and approachability, category relevance and brand standout,” comments Gökçe Şahbaz, Creative Director at Path. “With its modern Italian aesthetic, the design helps reflects the brand’s outstanding quality and signature style whilst keeping it simple, clean and bold.”
‘We’ve great confidence that Campanini will be a strong contender in this category across Europe, offering a premium coffee house experience that is as convenient, affordable, and enjoyable,” comments UCC Europe’s Group Marketing Manager, Mark Oldacre. “Path have been fantastic creative partners in providing clear strategic focus and answering the brief with thrilling creative that sets the course for Campanini’s success.”