Industry
FMCG
Project
National Repositioning Campaign
A packaging refresh became the starting point for something bigger: repositioning one of Hungary’s best-known coffee brands for different generations without losing the emotional value built over decades.
A packaging refresh created an opportunity. But the real challenge was bigger.
How do you modernize a heritage coffee brand without losing the people who already love it?
And how do you make it relevant for a generation that hasn’t built a relationship with it yet?
People don’t connect to brands for the same reasons.
Existing consumers already had a relationship with Omnia. Younger consumers didn’t. They weren’t simply different age groups.
They were in different stages of their relationship with the brand. So instead of building one message for everyone, we built a communication platform capable of speaking to different emotional realities while strengthening one unified brand position.
A CLASSIC STORY WITH A NEW CUT. IT IS TIME FOR A DELICATE REVIVAL.
For loyal consumers, Omnia represented familiarity, trust, and memories accumulated over decades. Instead of replacing that emotional value, we reinforced it. The story stayed the same. Only the packaging changed. Using nostalgic objects and familiar emotional symbols, we connected the idea of renewal with preserving what already matters.
ONE BRAND. TWO EMOTIONAL REALITIES.
Relevance didn't mean choosing one generation over another. It meant understanding what Omnia represented in different moments of people's lives.
For one audience, the brand carried decades of familiarity and emotional memory. For another, it needed to earn a place in a new chapter.
Same brand. Different starting points. One connected platform.
GENTLY SUPPORTIVE.
Young consumers didn’t need another brand telling them what to do. They already hear enough advice from everyone around them. Instead of acting as an authority, Omnia became a supportive companion.
A brand that celebrates life’s first independent successes. The first thriving houseplant. The first achievement. The first proof that you’re capable. We didn’t speak down to them. We stood beside them.
The packaging architecture itself became part of the communication. Colors, shapes, and SKU identifiers were transformed into recurring visual assets across the entire campaign ecosystem. This created stronger recognition while connecting every communication layer back to the redesigned packaging.