The redesign of Rossmann’s Laudatio coffee range marks a decisive evolution for the brand. As one of Europe’s largest drugstore chains, Rossmann wanted to strengthen its private label coffee in a competitive market where emotional connection and shelf appeal matter more than ever. Design agency milk. was tasked with modernizing Laudatio’s look  transforming it from a reserved, generic product into a bold, contemporary brand with real stopping power.

The previous packaging appeared dated and lacked differentiation within the crowded coffee segment. Muted colors, small imagery, and conservative typography gave it a low-impact, almost invisible shelf presence. The goal was to create a fresher, more emotional design that communicates quality and warmth while maintaining accessibility and recognition for existing customers.
The result is a confident, modern visual identity defined by vibrant orange tones, a strong typographic hierarchy, and appetizing product imagery. The refreshed Laudatio logo, placed prominently at the top, asserts brand strength and consistency across varieties. Each product now features distinct color cues  from deeper roasted shades for strong blends to lighter hues for milder coffees  creating clear differentiation and a cohesive family appearance.

A key design feature is the heroic coffee cup, casting a long, soft shadow that suggests a sunlit morning moment. This emotional touch, combined with crisp information blocks and intuitive icons, makes the packaging both functional and inviting.

Overall, the redesign balances clarity and emotion, giving Laudatio a renewed sense of quality, confidence, and warmth. With its striking new look, Laudatio now stands out on shelf, reflects Rossmann’s modern brand direction, and demonstrates how thoughtful design can elevate even everyday products into something distinctly memorable.