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Derrick Lin


Agency: SLATE
Creative Director: Brian Steele
Location: United States
Project Type: Produced
Client: Silca Coffee Company
Product Launch Location: Philippines
Packaging Contents: Coffee
Packaging Substrate / Materials: Aluminum bag

Kick-Start was launched in 2008 as an alternative to the traditional coffee options on store shelves in the Philippines. It’s simple plain black packaging stood out initially, but over time felt less differentiated as black became a category standard.

The new approach disrupts the shelf again and shifts from a more muted story around starting a conversation, to a bold expression of empowerment. The design expresses the energy and fearlessness of the entrepreneurial mindset, encouraging people to kick-start something new of their own.

What’s Unique?
The sleek modern noir packaging stands out with its use of bold type in the gussets and strong black, white and silver palette.