Tchibo pure relaunch

Tchibo Pure by MILK. Packaging Design Agency

Tchibo’s Pure Fine Selection has been given a contemporary new look that brings clarity, quality and modern relevance to its B2B cocoa range. The relaunch strengthens the line’s premium character while making it easier for professional customers to identify the right product at a glance.

The German packaging design agency MILK. was commissioned to evolve the Pure Fine Selection for Tchibo Coffee Service. The objective was to create a modern and professional packaging system that communicates the quality of the special cocoa blends while meeting the practical requirements of the HORECA market.

At the heart of the new design is a clear and intuitive scale for intensity and taste. It enables customers to quickly distinguish between the different varieties and select the right cocoa for every application—whether strong and intense or mild and aromatic.

A consistent colour and design system creates immediate recognition across the portfolio. The newly introduced vegan cocoa varieties are given clear visual prominence, making plant-based alternatives easy to identify within the range.

The result is a cohesive B2B packaging system that combines premium appeal with straightforward navigation. With its refreshed identity, Tchibo Pure presents its cocoa portfolio in a way that feels contemporary, distinctive and perfectly suited to the needs of professional customers.