The strong familiarity of Cafea Fortuna with its core target prompted the strategic decision to retain, besides the well known name, the equity elements as “brand properties” — mainly the colors, the imagery (the coffee beans, the two cups) and the overall feeling of the packaging. Hence the design challenge: to redesign the identity and packaging in order to extend its appeal to a younger, modern target, while retaining the loyal consumers that built up the brand.
Overall, the new design would have to enhance the products’ perceived quality, modernity and desirability. That required pure design craft, rather than stunning innovation — nevertheless, a novelty visual element was created to further endorse the brand’s quality and to induce a renewed appeal. The feminine figure, reminiscent of the Roman goddess of fortune and luck (with whom the brand shares the name), framed in a circle to resemble both a medallion and a seal, is holding together the new design for its continued journey.
The design of the new brand extension into 3-in-1 coffee sticks is also aligned with the new packaging identity, with the brand property elements and the Fortuna medallion strongly emphasized, while the image of the two cups was replaced with one larger cup, in order to suggest the consumption purpose.