Elite Coffee Capsules

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Design Agency: Shake Design – Maayan Reshef ltd.
Chief Creative Director and CEO: Maayan Reshef
Designer: Timur Gurstein
Client manager: Einat Mitzmacher
Studio manager: Daniel Gur-Arye
Project Type: Produced, Commercial Work
Client: Strauss Coffee
Location: Tel Aviv, Israel
Packaging Contents: Coffee Capsules
Packaging Materials: Paper

Strauss Coffee is one of the largest coffee manufacturers in the world, and is the fourth largest purchaser of coffee beans worldwide. Strauss Coffee offers an optimal blend of select coffee varieties from prime locations worldwide, where coffee development experts prepare exclusive espresso blends, ensuring that each and every coffee granule is the freshest, highest quality product available.

Strauss Coffee asked us to recreate the coffee capsules under a new brand – Elite Coffee – and to develop a new visual language for the capsule packages and for the new website to be launched at the same time.

We chose clear, distinct language for the packaging design, the robust aroma and flavor are classified by a simple numbering system according to strength.

The new design allows us to use accessible, clear, media-orientated language rich with experiences, flavors, and bright colors. It relates to the act of drinking coffee with friends, family, and loved ones in familiar scenarios, expressing the joy and passion for coffee.