In this rebranding process, we created a new identity and a new visual universe with geometric and minimalist shapes, the new signature - ‘Il gusto della bellezza’ - which conveys a promise as chic and timeless as the Italian spirit itself, the new packaging line - with different packs for each blend (Primo, Espresso, D'oro and Decafé) -, and new Bellissimo point-of-sale materials.