In the past, Elite was mainly associated with chocolate and other food products. The aim of the branding process was to reinforce Elite’s image as a coffee expert. Elite’s various coffee brands had different values and images, and our main challenge was to unite them under one umbrella: a single, strong brand with a unified visual language.
Elite’s famous instant coffee tin required particularly sensitive treatment, because it is such a strong, well-established Israeli icon, found in almost every Israeli home. For this reason, we were instructed to make very minimal changes while still adjusting the design to the new brand language
What We Did?