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MILAN, Italy – Bellissimo communication design studio has created the identity and packaging system for Tablì, Lavazza’s new machine and 100% coffee tab system that eliminates wrappers 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
Tablì is a 100% coffee tab developed by Lavazza following the 2020 acquisition of Italian startup Caffemotive and its ‘tab’ concept.
This marked the start of a process of continuous innovation that revolutionised the original idea, with more than 15 new patents filed and led to the creation of a complete tab and machine system, with new technology to manufacture the tabs and an industrial-scale project that guarantees consistently excellent quality.
The result of a perfect synergy between research and design, Tablì consists of an all-coffee ‘tab’ and a specially designed machine with a cutting-edge delivery system
Carlo Colpo, Chief Marketing Officer, Lavazza Group, stated:
“Bellissimo has long been a partner for Lavazza on high-ambition projects. With Tablì, we have taken another important step forward: design has truly met the challenge, enhancing the tab as the central element. It’s a choice that conveys synthesis and clarity — hallmarks of Bellissimo’s approach and of a collaboration that continues to deliver outstanding results.”
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.
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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.
Barbara Villanova, Partner & Art Director, Bellissimo, said: “After almost two years of development, it’s thrilling for our design team and the entire studio to see Tablì come to life. The system is revolutionary, and we’re proud to have helped bring to market a one-of-a-kind concept — and to continue our journey alongside Lavazza.”
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
Bellissimo is a communication design studio founded in Torino in 1998. It specializes in brand strategy, visual and verbal identity, packaging, campaigns, events, and content for companies and institutions. In every project, it combines visual impact with clarity in messaging, working on graphics and words in a contemporary, evocative, and poignant style.
