Maccoffee Aromio

The coffee market is growing actively. Instant beverages are still the most popular in Russia, but over the last few years, consumer interest in coffee beans and ground coffee has increased. This has affected trends in the entire category, including the instant coffee segment, where competition focuses on the most popular product type, the freeze dried coffee. Large companies are introducing innovative products such as the combination of ground and instant coffee.


Food Empire, which owns the MacCoffee brand, decided to launch the sub-brand MacCoffee Aromio for a new product in its portfolio, produced using technologies for blending ground and instant coffee. MacCoffee Aromio is expected to become a unique, premium product in the brand’s line that brings the beverage a few steps closer to natural ground coffee. The Mildberry team was responsible for creating the image of the new sub-brand.


We were tasked with creating a classic well-rounded image that would convey the essence of our product, a blend of two coffee types, and that would also help it stand out among other offers from MacCoffee and its competitors.


Visual elements of package design underscore the unique production technology, which ensures the rich taste and aroma of natural coffee are fully preserved, while the handwritten font style emphasises the value and exclusivity of the new MacCoffee Aromio brand.