July 7, 2011

Tassimo Redesigns Look with Fresh Brand Identity


We've long thought the old Tassimo look was well - tired. The gold seal and black background served it well in it's earlier boutique days, but now Tassimo is a mass market brand and needs a broader appeal. Since the latter half of last year Tassimo has been introducing its new look in Europe and it seems like this June it started to make its way into the U.S. and other markets around the world full steam ahead. The new look has been designed by Turner Duckworth.


We like the new look, and it feels more like a palette of hot beverage choices with lots of possibilities instead of such a narrow look with the black and gold of old. We always find it fascinating to see how much a new brand identity can add to a coffee system, and we've seen such things in Senseo, Flavia, and others in the past do wonders with the brand. Our hat's off to Turner Duckworth - great design for a great single serve coffee system.

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Posted by Jay Brewer at July 7, 2011 7:43 AM
Recent Comments

I've been using a Tassimo since 2007/2008 ..and I am now pushed to the edge and thinking of going to Keurig due to the EXTREMELY limited selection of coffees available from Tassimo. I have been a "direct delivery" customer, spending between $40-60 per month.. When I first began using Tassimo, their selections included many different varieties including Starbucks and European brands that were very good. Keurig does not make "Crema" layer on coffees nor make lattes..and what I've read is that the machine is unreliable...so, I've hesitated changing systems..if Tassimo doesn't start adding some variety, I will either get an espresso machine, or go to Keurig...

Posted by: Tovia at August 23, 2011 11:38 AM

Just checked out Turner Ducksworth's portfolio of previous clients on their website... wow... this company is apparently THE design company most people want. Past clients are MASSIVE... Coca-Cola, SETI, Palm, even frickin Metallica have used this company to design logos, products, brand redesigns, etc. Amazing.

Posted by: SH at August 4, 2011 7:53 AM

I'm about fed up with the lack of serious variety of brews for Tassimo on retail store shelves, at least in the U.S. I guess if you don't care for Maxwell House or Gevalia, tough luck. how do they seriously expect to compete in this market? I'm no fan of Keurig and won't buy one, but the shelves are lined with options for this mediocre coffee brewer.

Posted by: Dave at July 12, 2011 2:15 PM

Now if only they could start selling the same European selection of T-Discs in Canada & USA, they might stand a chance at recovering from the Starbucks fiasco.

Their 3-4 new flavors coming out this month don't really impress me much when I see things like Cote d'Or Hot Cocoa & Tiramisu Lattes being released regularly across the pond.

If they can afford to ship some flavors here, they should be able to afford to ship ALL flavors here. Unfortunately, now Keurig & Dolce Gusto are using this approach and aren't selling certain flavors in Canada. It appears Nespresso is the only company who hasn't gone down this annoyingly frustrating route.

Posted by: SH at July 8, 2011 6:06 AM

Tassimo needs to ramp up their marketing with the loss of Starbucks to Kcups they are going to need all kinds of gimmicks to get new customers

Posted by: Richard Meyer at July 7, 2011 9:15 AM
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