The Coffee Movement

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Graphic Designer: Paola Parodi
Graphic Designer: Juan Carlos Nieto
Product Designer: Teresa Redon
Location: Spain
Project Type: Student Project
School: ELISAVA
Course: Master in Packaging Design
Tutor: Jordi Almuni & Rubén Miramontes
Packaging Contents: Coffee
Packaging Substrate / Materials: Cardboard
Printing Process: Digital printing

In a saturated world with soulless products, we are often misinformed on what we really consume; it’s time to make a change.
We found the opportunity to make a difference within the coffee market, an industry full of brands communicating basic concepts. We propose a brand of coffee capsules that show what’s behind each product. It is time to feel an origin, a culture, a process, a history. Join ‘The Coffee Movement’ (TCM).

The target consumers are Millennials, people driven by a need for discovery, challenge and new frontiers. They choose products because of their intrinsic value (quality), seeking out the authentic and the harmonious.

In regards to the visual communication, we wanted to represent the brand, coffee lovers and the movement itself. That said, we decided to use a waving flag with a fist holding a cup symbolizing strength, unity and the demand for coffee and also referencing revolutionary propaganda of the 40s. We used flat bright colors to emphasize the most relevant elements, text, and a black and white image.

Structurally, it is a matchbox container, easy to open and close, which optimizes the space to the maximum in the arrangement of the capsules.

We conceived a product different from what is expected in the coffee world, putting together an experience and movement based on the the origins and values of coffee.

What’s Unique?
TCM is coffee made social movement. It is an ethical, expert, non-conformist and protest brand that believes that the world would be better if we value not only what, but also where, when and how.