Moreno is a traditional ALDI brand which features products made in the company’s own coffee plant. Our brief was to give it a contemporary new look that could hold its own against the market leaders, such as Jacobs, Melitta and Tchibo.
The range covers both whole beans and coffee pads. We used interesting and emotive typography to reflect the world of coffee culture, alongside dark, highly contrasted serving suggestions to express the quality, richness and taste of these fantastic products.
While the core whole bean range followed a more traditional colour scheme with classic browns and golds, the coffee pads are aimed at a younger consumer. In order to maximise brand recognition, these packs feature bright, bold colours that stand out on shelf while still maintaining a level of sophistication not found in competitor packaging.