Got My Mojo Workin – Mojocoffee

Derrick Lin


Agency: Airins Design
Creative Director: Arthur Fu 
Illustrator: Inca Pan
Location: Taiwan
Project Type: Produced
Client: Mojocoffee
Product Launch Location: Asia
Packaging Contents: Coffee
Packaging Substrate / Materials: Foil bags
Printing Process: Offset

The “mojocoffee” retail packaging visualises the tradition that African-Americans, when in trouble, go to see a hoodoo to ask for mojo that will keep them safe.

Based on the blues song “Got My Mojo Workin’”, the packaging communicates that coffee can also act as mojo in modern society. The eponymous slogan on the front adopts spot varnish printing to create a layering effect, while the side features surreal illustrations split into eight puzzle pieces. When the eight sides of the four bags are put together, they suggest a complete image of the “coffee drinkers’ extraordinary inner thoughts”.

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