Julius Meinl commissioned Locanda Design to create, for the global market, the new design for the entire coffee assortment intended for the retail channel. Teamwork made it possible to analyze the existing product portfolio and to structure, with the Client’s mktg team, a new offer of ground and whole beans coffees divided into four different segments: Super Premium, Premium, Trend line, Mainstream. For the four group of products, a specific graphic identity was conceived and then designed, coherently connected with the natural environment of Julius Meinl: the city of Vienna with its architecture and its stylistic canons.


Respecting the technical limitations of the starting foil and those of the print production, we have balanced and then calibrated the use of matt and glossy print finishes for each product line, obtaining visual and tactile effects capable of guiding the Consumer in identifying the different price positionings. For the Super Premium line, characterized by the use of an elegant burgundy color and gold details, we used the texture of the classic net of the Thonet Viennese chair. For the Premium line, however, we were inspired by the pattern of the roof of St. Stephen's Cathedral in Vienna and worked on colors such as black and champagne pink to convey the superior quality of the references in this segment. For the Trend line, however, given the strong relationship with the Premium line, we opted to create a visual familiarity in the central band and, at the same time, for a strong characterization with the matt gray in the upper and lower part of the facing. Lastly, the Mainstream line for which we have accompanied the synthetic language of a texture typical of Art Deco graphics with the different colors of the three references: red, yellow and dark brown. The red tag of Julius Meinl, however, becomes a distinctive element of the entire offering on the shelf and a recognizable signal for all Consumers.


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