Bellissimo gives Lavazza’s Tablì a bold new identity, reimagining the coffee ritual

11/07 — 2025

by ibby

Bellissimo designs Lavazza’s Tablì system—100% coffee tabs with no capsules. Debuted at Milan Design Week 2025, the identity blends clarity, sustainability, and Italian design.

Lavazza introduces Tablì, a system that replaces single-use capsules with compostable tabs made of 100% coffee, no foil, no plastic, just pure ground coffee pressed into precise discs. It’s a quiet but meaningful shift toward cleaner design and cleaner consumption.

Design First, Sustainability Forward

Unveiled at Milan Design Week 2025, Tablì represents a rethink of the home coffee ritual. The visual identity, led by Turin-based studio Bellissimo, balances innovation and restraint. The tab, the core product, becomes the organizing shape for the entire identity system, signaling the product’s purpose with both clarity and confidence. This structure delivers immediate recognition and a visual hierarchy that makes sense at a glance. The tab silhouette drives the layout across SKUs. Upper band: Lavazza and Tablì on crisp white. Lower band: Bold, clean blocks of color for each blend. Inside the tab: The message “100% coffee” — a direct statement of intent

A Typographic Accent With Purpose

The logotype’s accent mark becomes a flexible brand signal, shifting color across the line to drive product differentiation. Paired with a black-on-white core palette and Lavazza’s signature gold, the system cuts through crowded shelves while maintaining brand heritage.

An Ecosystem Designed With Restraint

Machine, tabs, and accessories share one visual language — refined, minimal, timeless. Rather than shouting “innovation,” the design sits with quiet confidence, reflecting trust between Lavazza and Bellissimo, whose decade-long collaboration includes the restyling of Qualità Oro.

Where Tradition Meets Future

As Tablì expands globally, Bellissimo continues to shape the system’s evolution, a union of design, sustainability, and ritual for a modern coffee experience rooted in Italian heritage.