Tassimo was launched in Europe in 2004. This coffee system is designed for use with disks made by the major national and international hot drinks specialists (Carte Noire, Milka, Twinings and Starbucks). In 2007, when Tassimo launched the second generation of its drinks and pods systems, its competitors had become more aggressive and were innovating regularly.

Tassimo’s positioning had to be enhanced by stressing its advantages over other systems on the market, i.e. the superiority of the drinks brands it works with, while preserving its image of accessibility and sensorial pleasure.The visual universe also had to evolve without betraying the brand’s original codes.

Dragon Rouge’s vision was based on a new architecture for the range that factored in consumer expectations as opposed to a purely “product” approach.We redefined and introduced across Europe a new structure for the drinks’ packaging identity: clearer for consumers and more flexible for partner brands, reflecting their individual visual universes, each with sensorial and emotional impact (going so far as to borrow codes from the luxury universe for Carte Noire in France).A formal visual brand universe was also created and implemented, allowing Tassimo to speak with a strong and distinctive voice in stores.Dragon Rouge also worked with the brand in every area of product innovation to assure consistent adherence to the strategy and design.