Caffé Di MilanoPackaging

Packaging Design

The Brief

Caffé Di Milano is a premium wafer range from Jacobs. Having established the brand in the biscuit, confectionery and convenience categories, the team wanted to reposition their chocolate wafer roll range, bringing their most popular chocolate and caramel fill variants together for the Christmas gifting category.

The brief was to differentiate this SKU completely from the core retail range and create a presentation box, with a distinctly seasonal aesthetic. The sales window in Q4 would be tight so the brief asked to create on-shelf impact through colour and strong visuals driving taste appeal.


The new design began with stripping back the illustrative elements from the core range, in favour of a deep textured purple and reworked logo shield device as a point of differentiation. Embossed for a tactile touch and finished with a subtle spot gold ink, the new pack format layout retained its link with the core range whilst also allowing for a more premium, indulgent on-shelf presence.

Caffe Di Milano Chocolate and Caramel Rolls Festive Gift pack

Commissioning& Art Direction

With taste and indulgence at the heart of the brief, I commissioned new photography that really focused on the indulgent flavour cues of chocolate and caramel. Working with the food stylist and photographer to individually photograph the various elements in mouthwatering clusters, set against a slate texture base, provided me with a range of options to create a final layout design, wrapped around the box to deliver that all important taste appeal.

Investing in your brand and developing quality brand assets inspires confidence in your business from customers.

I have a wealth of experience working on packaging for leading FMCG brands; on innovation, renovation and range extension projects. I provide my clients with a full end-to-end service; managing your packaging project from concept through to the printing press.

Let’s have a chat about your packaging requirements and ambitions for your brand…


Brand Tailoring
Headshot of David McCormack