Coffee is more than just a daily ritual; it is a vehicle for stories, passions, and identity. Rooted in this vision and in Segafredo’s new brand positioning, ATC continues its partnership with the brand, designing its 2026 special editions: three exclusive limited-edition releases tied to major events in the Italian design and sporting calendars.
From packaging system to original illustrations
The packaging system originally created by ATC for the Ho.Re.Ca. channel had to be adapted for new retail formats and tailored to the illustrations of each limited edition, all while keeping brand consistency fully intact.
The creative heart of the project lies in integrating illustrations by artists collaborating with Segafredo. The agency team carried out a thorough process of packaging adaptation and layout engineering. The three artworks were integrated onto the packs, preserving their detail and expressive power without ever sacrificing readability, visual hierarchies, or range information on the front of pack.
Simultaneously, the development of the naming for the three product variants ensured a coherent narrative, allowing the brand's soul to connect seamlessly with the imagery of each event.
Three blends, three stories of excellence
Unveiled in Milan for Design Week 2026, Melhor is a single-origin coffee from Brazil that blends emotional impact with functional rigour. The original illustration, rich in botanical references and vibrant colours, is balanced by the brand's iconic "S" to ensure maximum shelf impact. The naming aligns perfectly with the brand's international guidelines, while "Reserva de Origem" elevates the premium perception of this limited edition.
To celebrate the 1000 Miglia, “the most beautiful race in the world”, Audace strikes a balance between heritage and contemporaneity. The vintage-toned illustration required careful adaptation and management of the cut areas to protect every detail, creating a dialogue between the front-facing “S” and the dynamic lines that shape the scene. Naming and copy reflect the tone of the event, combining dynamism, precision and elegance.
Finally, Tenace is the limited edition dedicated to the Maratona delle Dolomiti 2026, the renowned Italian granfondo cycling race with a truly European profile. The concept embodies the performance-driven attitude and endurance that the mountains demand. Here too, the agency worked to maintain the geometric rhythm and colour contrasts of the bespoke illustration to guarantee maximum on-pack readability. The naming and copy unite inspiration and functionality, capturing the intensity of both the blend and the marathon itself.
