Super Foodies organic mushroom coffee

Proud design

Kalkovenplein, 1165 MJ Halfweg, Nederland

Design: PROUDdesign
Project Type: Produced
Client: Superfoodies
Location: Amsterdam
Packaging Contents: Mushroom coffee
Packaging Substrate / Materials: Cardboard
Printing Process: Offset

The product
Super Foodies organic mushroom coffees are made with 95% freshly ground Columbina coffee and 5% mushroom extract. It tastes pretty much like coffee but next to the caffeine the mushrooms give extra nutrients and minerals making this coffee work for you. It comes in coffee bags and is stewed like tea. Mushroom Coffee is regarded as coffee ++, a superfood.

The brief
The brief was to create a design that communicates coffee that works. In doing so it needs to reflect the power of nature, support ancient wisdom and be seen as an earth medicine. This new product range needs to enlarge the current user group of Super Foodies from holistic vegans with good knowledge of healthy eating with consumers living a more active, healthy and conscious live who prefer more convenience.

The design
The power of this product is expressed through circles behind the coffee cup. They not only reflect the spores of a mushroom, but more so they radiate an active effect. The curvy lines also indicate that this concerns a hot beverage. Using copper hot foil gives it extra impact and quality, setting it apart form the matte background. The coffee cup and background vary per variant in colour. Using spot varnish for the cup adds an extra dimension, it brings the cup alive. Above it the variant names all have their own style, supporting the specific benefit:

  • Focus – bulls eye in the ‘O’
  • Achieve – italic for active
  • Releax – round for lazy

The supporting information is nicely balanced underneath the cups, where the benefits are expressed in a modern, motivating way. The Super Foodies logo, in its strong orange brand colour, is added as a banner on top. To stand out but also leave the concept as strong as it is. The colours are very earthy and not solid thanks to the matte base material. The coffee cup colours are also used for the side of the packs, giving it a vibrant look. Even the inside of the box is colourful, adding to the user experience.

At the back of the pack icons illustrate the way of using and the possible strength of brewing.