Mr Pithey Coffee (Concept)

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Designer: Tibor Hegedues
Project Type: Concept
Location: Hamburg, Germany
Packaging Contents: Coffee
Packaging Substrate / Materials: Paper, Aluminium

Wensley Pithey was a South African-born character actor who had a long stage and film career in England. Between 1961 and 1976, Mr. Pithey periodically appeared in German advertising as „der Tchibo Kaffee-Experte“, a coffee expert, the testimonial for Tchibo coffee company. He appeared in black suit and bowler.

Mr Pitney is today the ambassador and eponym for a new generation of coffee culture – the “third wave of coffee”. This packaging sends a clear signal against the mass consumption of the coffee-to-go culture. Coffee is once again regarded as a quality product with a high standard of craftsmanship.

No steaming coffee cups, unspeakable color gradients and exaggerated Photoshop collages on coffee packaging. A new aesthetic pampers our eyes.