Brand Challenge

We created a two-tier brand architecture for the Melitta Coffee makers to differentiate the core line from the new “Primo Series”. Strategically separating the two categories was necessary to allow the brand to compete in different channels.

Compelling Results

• Our “Primo Series” sub-brand reinforced the international positioning with the best-in-class offering
• Photography and feature icons dramatically showcased functions and unique product benefits
• This rand packaging system was successfully extended to over 30 SKU’s