For twenty years, Bellissimo has enriched Portuguese coffee culture with classically Italian roasts. Now, the Peter Schmidt Group has developed a bold new graphic look for the brand. Full of lifestyle appeal and confident ease, from packaging to campaign.

The task for the Peter Schmidt Group: develop a holistic concept for the Bellissimo coffee brand – from visual identity and a restructuring of the portfolio to packaging design for both existing and new products. The goals: translate Italian coolness into a contemporary aesthetic, strengthen the brand’s presence on shelf, and make it easier for consumers to find their favorite product.

The designers refined the packaging’s distinctive graphic look.

The geometric stripes were crafted as modular design elements, allowing each blend to have its own color coded pattern while maintaining unmistakable brand unity. Clean white backgrounds created a premium canvas, while a refined typographic hierarchy ensured clear communication of intensities, flavors, and formats. Each blend is assigned a striking geometric form and elevated through distinct color blocking – transforming the packaging into an unmistakable visual navigation system. This approach honors the brand’s “Essenza Italiana” while embracing its premium quality, establishing a unique and ownable visual territory. The result is a modern expression that highlights different flavors with contemporary confidence – truly bellissimo.

The result is a lighter, more premium, and more contemporary expression across the entire range. Variety names and intensity levels now stand out at a glance. A key twist: the use of characterful typography inspired by Italian mid century modernism. “We needed to strike the right balance between the brand equity built up over many years and the ambition to make Bellissimo more attractive to new audiences,” says Pedro Vilar, CCO of the Peter Schmidt Group in Lisbon.

According to Mónica Oliveira, Marketing Director Coffee at Grupo Nabeiro, the team achieved exactly that: “The new visual language of Bellissimo aligns with the codes of younger generations while preserving the authenticity and commitment to quality that define us. The brand has become significantly more confident and culturally relevant – standing out in a demanding, highly competitive market.”

A holistic brand approach
The new look doesn’t just shine on the products – it shapes the brand’s entire communication. The Peter Schmidt Group also developed the multichannel campaign: starting this month, Bellissimo’s graphic patterns are drawing attention on billboards, across social media, in cinemas, and throughout the metro stations of Lisbon and Porto. Dynamic compositions and a visual style rooted in everyday culture give the brand a fresh, youthful energy. The clear message: a brand succeeds when it is conceived holistically – and when packaging is seen as an integral part of its identity.