Expanding a premium coffee brand into the growing capsule market required more than adapting existing packaging. The challenge was to create a distinctive range that aligned with Vittoria’s premium positioning while clearly differentiating blends and communicating compatibility within a highly competitive retail environment.

As Creative Lead, I developed the packaging architecture and creative direction for the range, establishing a flexible visual system that balanced strong shelf presence with clear product navigation. Working across packaging, photography, point-of-sale and supporting campaign assets, I ensured a consistent brand experience across every consumer touchpoint.

Collaborating with marketing, suppliers and production teams, I guided the project from concept through to final rollout, ensuring both creative excellence and production feasibility. The result was a premium capsule range that strengthened Vittoria’s presence within an increasingly competitive category.