Tablì
COFFEE AT THE CENTER
The collaboration with Lavazza reaches a new milestone with Tablì, the system with 100% coffee tabs without wrappers — an innovation set to revolutionize the industry. Bellissimo designed the visual identity and packaging, earning the studio the Quality Award 2025 by Lavazza Group.
Unveiled at Milan Design Week 2025, Tablì enters the market with a bold visual identity designed to signal the evolution of a daily ritual. Lavazza’s new home system focuses on purity, offering the world’s first 100% coffee tabs —no capsules, no wrappers— for a more sustainable, elevated at‑home coffee experience.
For Bellissimo, already a long‑time collaborator on projects including the Qualità Oro restyling, this presented a unique challenge: crafting the identity for an authentic industry revolution. The work spans the entire ecosystem —from coffee references to machine packaging and accessories— creating a cohesive and impactful visual language across every touchpoint. The goal: put coffee back at the center — in this case, the tab itself.
The design highlights the tab as the focal point, a choice that communicates clarity and simplicity, hallmarks of Bellissimo’s approach and this ongoing partnership.
Carlo Colpo, Chief Marketing Officer, Lavazza Group
Structurally, the tab organizes the front of the pack into two sections: the top, on a white background, features the Lavazza brand and the new Tablì logo; the bottom differentiates each coffee reference through color and content. At the center, the “100% coffee” label reinforces the product promise. Coffee is the message.
The identity is defined by the logotype, emphasizing the accent mark as a visual anchor. The symbol adapts in color by reference and serves as a range indicator. Black on white ensures clarity and impact even on crowded shelves, while gold —Lavazza’s iconic color— acts as a unifying “ribbon,” connecting products and accessories with continuity and value.
Right: Launch event at Milan Design Week 2025. Photo: Andrea Guermani
In November 2025, during the Supplier Coffee Links event that involves Lavazza Group’s entire international supply chain, Bellissimo was awarded the Quality Award. The prize followed the Tablì project, but it also recognizes a collaboration that has now spanned over a decade.
The opening event at Milan Design Week 2025. Photos by Andrea Guermani
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