Bellissimo unveiled a brand identity for ‘Tablì’
Bellissimo designs the "Lavazza Tablì" system – 100% coffee tablets without capsules.
Bellissimo communication design studio has created the brand identity and packaging system for Tablì, the new Lavazza machine and 100% coffee tablet system that eliminates packaging and reinvents the coffee ritual at home. After its launch at “Milan Design Week 2025”, Tablì debuts in various markets with a bold look designed to be instantly recognizable.
Naturally, the packaging design could only start with the tab, the main element of the system and the visual matrix. Its shape divides the front of the package into two bands: at the top, in white, the Lavazza brand and the Tablì logo; at the bottom, the identities of the individual products, each with its own colors and content. Inside the tab lies the main message of the project: “100% coffee”, clearly conveying the extent of the innovation.
Bellissimo also created the new Tablì logo, highlighting its accent mark – transformed into a distinctive feature that changes color across the different product lines and is a direct identifier.
The use of black on a white background ensures visual impact and clarity of information in a dense, competitive market. Gold, one of Lavazza’s signature shades, acts as a visual “thread” across the various packaging.
The launch of Tablì marks another milestone in the joint journey: the studio will continue to collaborate with Lavazza to develop and expand the system, including accessories.
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