I believe that strategy and branding can change not only a company's image, but also its very way of thinking – making a business more conscious, stronger, and more connected to people. Alexander Magidson, founder of Brand Brothers
Velle Professional for baristas
After updating the core Velle brand, we faced a new challenge: designing packaging for a line for professional use in coffee shops. The "plant-based milk for baristas" category is rapidly growing, and competition in it can only be achieved through clear functionality, clean product presentation, and a sense of professional quality. These challenges defined our visual development strategy.
Дизайн упаковки, Редизайн, Ребрендинг
2023
PACKAGING DESIGN. In the consumer segment, Velle packaging has always relied on bright colors, friendly illustrations, and a homey energy. For the Barista segment, this language wasn't precise enough: baristas are looking for a product that performs consistently, produces the right crema, doesn't overpower the coffee's flavor, and looks professional.
Therefore, in the Velle Professional design, we changed the visual system in several ways:
1. Shift from "emotion" to "function." Previously: a bright yellow background, artistically drawn presentation of the ingredients. Now: a minimalist composition with photorealistic illustrations of the ingredients.
2. Streamlining the packaging structure. We consolidated a distinct brand block:
• Velle logo in an updated style;
• PROFESSIONAL descriptor – the main marker of product positioning;
• Clear information area (EXTRA CREAMY, VEGAN, 1L);
• highlighting the SKU with a simple color block.
The series includes four items: Almond, Coconut, Hazelnut, and Banana – each with its own individual color code and visual accent.
