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For the packaging, the team drew from the clean, sharp look
of stainless steel found in contemporary European kitchens.
Explains Duckworth, “We based the package on modern Euro-
pean furniture and interior design so that it would sit well on the
kitchen counter and look right at home.”
The teardrop shape has been implemented across all applications,
including exhibition stands, and the identity has begun to reach
the world market as Tassimo expands outside of Europe to the
United States and beyond.
The team developed a wheel icon
representing the different brands
Tassimo offers, which became
known as the “choice wheel.”
The new aluminum foil ...