Shop 1 88-90 Percival Road
Stanmore NSW 2048
+61(2) 9568 6822

Melitta Brand Relaunch

Despite strong recognition of Melitta, the brand was poorly defined in consumer's minds and pack graphics were seen as a major barrier to consideration. Consumer research revealed the potential for Melitta to own a distinct and motivating new positioning, "me time" Scarlet was employed to bring to life this new positioning and entice current users to stay with the brand. New soft focus photography, a flourishing hero typeface and a rich, earthy palette convey the indulgence of the coffee drinking occasion. The packs are printed on foil giving them a metallic finish instantly improving freshness and flavour credentials. A quality seal is employed to further enhance quality and flavour perceptions. A simple coffee strength indicator was implemented ie -"Mild-Medium Roast" to "Medium" Strong Roast to aid consumer's selection.