Inspired by the Mille Miglia – a 1000 mile motorsport endurance race which took place in Italy between 1927–1957 – this coffee packaging for La Gara (The Race) uses a tyre track graphic to map a segment of the Mille Miglia route, which runs from Brescia to Rome and back.

Using red for this brand was the only option: being by far the most fitting colour to represent Italy, classic sports cars and the kick that a powerful coffee delivers. Minimalist branding and a use of impactful visual hierarchy are the recipe to making this coffee packaging stand out on the shelves.