Moccona wakes up to coffee capsules

Moccona has tapped into the espresso capsules trend with a new product launch, branding and packaging by Sydney-based consultancy Barker Gray.

With more consumers using espresso machines at home, coffee and tea multinational Jacobs Douwe Egberts realised the need for Moccona to enter the relatively new category of espresso capsules.

A high priority was to have a clear consumer navigation system which communicated the flavour and its intensity, but also its compatible capsule system, named Caffitaly.

Barker Gray, a Sydney-based brand consultancy, was asked to help evolve Moccona from a premium instant coffee brand to a quality player in espresso capsules.

It drew from Moccona’s sensorial look and feel but reinterpreted some key visual assets, such as its reflective gold, in a more contemporary way. The design is characterised by embellished leaves cascading into a swirl of molten gold, reminiscent of an indulgent coffee pour. Coupled with this is a navigation system that features colour-coded variant information at the top of pack, and the Caffitaly capsule information incorporated clearly – but further down the pack.

Project designer Charlotte Smith said a contemporary twist on the brand assets resulted in “an elegant piece of packaging”.

The range includes Caffitaly Velvety No. 7 (16 x 8g); Rich No. 9 (16 x 8g); Bold No. 10 (16 x 8g); and Intense No. 11 (16 x 8g).