Design: Pointbleu Design
Project Type: Produced
Product Launch Location: Finland
Packaging Contents: Coffee
Packaging Substrate / Materials: Laminated
Printing Process: Rotogravure
Kulta Katriina is one of the Finnish people favourite brands. Since 1937, the Finns are happy to be the biggest coffee consumers worldwide. Who would have imagined! With such a demanding market, it is difficult to stand out from the competition, which is why Kulta Katriina Marketing team decided to create a range of functional coffee to cover more consumption moments.
True to its “Enjoy every moment” positioning, Kulta Katriina decided to create two new varieties: Boost with 30% more caffeine and its decaf called Relax, perfect to end the day and ensure the leisure of young, curious consumers and above all, authentic coffee lovers. To get closer to them, we created a pack that went beyond the most mainstream coffee codes to be almost a design object.
Under “Brewing meaningful moments” brand essence, we recreated key moments in the life of our hipster target to convey the energy or well-being that you will enjoy with both varieties. For our Boost, we chose orange tones that represent the energy of the perfect mornings that begins with a rooster’s crowing and a good shower.
As for the relax variety, we depicted a perfect evening with soft music, candles and a sofa with a good book as a companion in bluish tones that invite you to rest. Although for the Plus family, Kulta Katriina brand appears as a mere endorser, its characteristic black colour expresses personality and elegance in both packs, generating a linkage with the mother brand. The moon and charged cup icons emphasize the functionality of the coffee to distinguish itself from the rest.