Agency: Rice Creative
Client: Excelso Coffee
Images shot by Wing Chan
Type Of Work: Commercial Work
Excelso, one of Indonesia’s largest coffee franchises approached us to re-think and re-design their packaging line. Excelso produces 100% Indonesian Single Origin Coffee from the lush islands between the Indian Ocean & the North Pacific Ocean.
Young Indonesians are on the go. They seek out membership and the opportunity to be a part of something original and true. Always at the vanguard of culture, technology and social developments they don’t just represent Indonesia’s future, they’re driving it, while evolving the countries identity. Bigger international coffee chains would like to take advantage of a “local pride” movement, however, only Excelso can fully own that. With 100% of it’s sourcing, manufacturing and packaging on Indonesian soil, Excelso is truly a local brand for Indonesians to be proud of. No concept would be clearer or stronger for Excelso, than one that reminds the consumer where the coffee came from. Indonesian pride would be the driving force for the brand to proudly boast it’s Single Origin Coffee, and hence our clear direction for the new design. Proudly Indonesian coffee for Indonesia.