Resi Coffee Packaging Redesign

Resi: The True Neapolitan Coffee

Resi Trade Inc. dates back to 1936 when Alfredo Resi began to import the finest coffee beans from South America, Brazil, and Africa back to Italy. Not only had Resi produced his coffee for the Allied Armed Forces during the Second World War, but the family name had also become a central landmark in the Neapolitan coffee market.

Formerly known as Brascafè, today the company has two manufacturing locations in Naples, Italy, and established Resi Trade INC. in NYC to export coffee to the U.S with a new product line of whole bean, ground coffee, and capsules.

To introduce its brand and products to the U.S. market, Resi commissioned QNY Creative to redesign its packaging, making it more appealing to the U.S customer while representing Italian tradition and quality values. The result is a love letter to Italy, where the main focus of the packaging is a colorful illustration of the Vesuvius volcano and the Neapolitan bay, evoking the company's origin. Additionally, the packaging has a touch of luxury, including details in gold that make a good contrast with the colorful background. The 'e' in the logo resembles a coffee bean, emphasizing Resi's mission of bringing coffee to every corner of the world.
The flavors' names are inspired by color hues that are or have been representative in Italy, such as the Naples yellow, used in the 18th century by old Painting Masters. Each flavor name is mixing a word in Italian and another in English to represent the merge of the Italian and American cultures.

Today, with more than 85 years of experience, Resi guarantees a deep-rooted passion and knowledge of true Italian espresso, combining the tradition of master roasters with excellent technical expertise.