Melitta BellaCrema

The German brand Melitta® has stood for excellent coffee culture for over a century. What all began with the invention of the coffee filter by Melitta Bentz is now a global company driven by its love of coffee. With the BellaCrema brand, Melitta® delights and inspires connoisseurs who value quality, freshness, and authentic coffee enjoyment. The goal of the relaunch was to develop a modern, high-quality packaging design that visually strengthens BellaCrema and positions it as a premium product in the whole bean segment.

To provide consumers with clearer communication,  more focus was placed on the variant name, while the BellaCrema brand has been given a slightly lower profile. The information label, now visible on the right, serves as an on-pack design element. The aroma of coffee practically wafts towards the viewer from the modern stoneware cup. The shimmering glow around the cup, the muted colours in harmony with the variant and the matte surface all exude quality. A new seal stylishly conveys the “tradition since 1908” aspect of the brand.

The HAJOK Design team has managed to combine modernity with an eye-catching appearance without losing brand recognition. The result is an emotionally appealing design that establishes BellaCrema as a high-quality yet approachable product in the whole bean segment that stands out from the competition.