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Julius Meinl has a rich heritage in coffee culture, built around quality, ritual and the distinctive character of the Viennese coffee house. For its new aluminium capsule range, the challenge was to translate that heritage into a more contemporary format – elevating perceived quality, strengthening taste credentials and creating greater impact within an increasingly competitive category.

Studio Minerva developed the packaging for the new range, creating a distinctive system that feels unmistakably Julius Meinl while bringing a new level of expression and premium presence to the capsule aisle.

The design uses the brand’s existing visual assets as a foundation, reinterpreting them with a bolder and more contemporary approach. Julius Meinl’s iconic red creates a strong and consistent brand block across the range, while a tonal geometric pattern brings depth, texture and a sense of crafted detail.

Individual expressions are differentiated through blocks of colour, allowing each coffee to establish its own personality while remaining clearly part of the wider family. Strong product naming and a simplified information hierarchy make the packs easy to navigate, with intensity clearly communicated to support consumer choice.

The aluminium capsule itself becomes an important part of the visual identity. Rendered prominently on pack and coordinated with each expression, it reinforces the premium nature of the product while creating a clear link between flavour, format and design.

The result is a packaging system that balances Julius Meinl’s long-established coffee credentials with a more expressive, modern attitude. Recognisable yet refreshed, the range brings greater clarity, quality and standout to the capsule category while retaining the distinctive character of the Julius Meinl brand.