Project Type: Concept
Location: Cali, Colombia
Packaging Contents: Roasted coffee
Packaging Substrate / Materials: Plastic, Aluminium
Printing Process: Foil stamping
A group of independent coffee Roasters scattered throughout the Colombian territory decided to create a brand that would unite them all under the same purpose. They wanted to welcome and highlight the diversity of artisan coffee made in every corner of the country, highlighting the variety of places where coffee was produced, and expressing the joy, simplicity and humility of working coffee.
We ventured and developed a strategy focused on the brand and the closest contact points, in this case people, product and packaging as experiences. We work in the branding process accompanied by a parallel process of strategic art direction focused on identity and we find the need to establish meeting points and peculiarities within the brand idea that can be exploited.
In the research we found several points and found that there was a common and visual factor that unite the different farms and is their parallel production between banana and coffee crops. The above allowed us to generate an idea for the visual identity of the brand.
We find in the architecture of the Colombian coffee landscape the diversity and equality that unites them, assuming that these environments can interact poetically and differently with the coffee experience. We decided to take inspiration from the Windows and balconies characteristic of the houses of the different locations of the four regions investigated.
It is important for the appropriation of the visual concept in the identity of packaging applications, generating a cultural and complementary product experience.
Identity, color, culture, tradition and diversity, are the key words that represent the inspiration for packaging and complement the personality and values of the brand. Accompanied by a series of illustrations cemented in the morphology of the balconies and Windows of each of the coffee regions.