Tablì

COFFEE AT THE CENTER

Bellissimo communication design studio has created the identity and packaging system for Tablì, Lavazza’s new machine and 100% coffee tab system that eliminates wrappings and renews the ritual of coffee at home. After its preview at Milan Design Week 2025, Tablì is debuting across markets with a bold look, designed to be immediately recognizable.

For over a decade, Bellissimo has worked alongside Lavazza on brand identity and packaging projects —including the restyling of Qualità Oro, one of its most iconic blends— and with Tablì, the studio embraced a clear responsibility: to define the visual identity of a true revolution in the coffee world. The project encompasses all product lines, the machine, and accessories, creating a strong and consistent ecosystem across every touchpoint with the public.

Naturally, the packaging design could only begin with the tab — the core element and visual matrix of the system. Its shape organizes the front of the pack into two bands: above, on white, the Lavazza brand and the Tablì logo; below, the individual product identities, each with dedicated colors and contents. Inside the tab lies the project’s key message: “100% coffee,” clearly conveying the extent of the innovation.

Bellissimo also designed the new Tablì logo, highlighting its accent mark — transformed into a distinctive feature that changes color across product lines and serves as an immediate identifier. The use of black on white ensures visual impact and clarity of information in a dense, competitive market. Gold, one of Lavazza’s signature hues, runs as a visual “thread” through the various packs.

The launch of Tablì marks another milestone in a shared pathway: the studio will continue to work alongside Lavazza in developing and expanding the system, accessories included.