Verona`s Coffee Geography Series

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Agency: Dochery
Creative Director: Alina Rukosueva
Designers: Olya Tkachenko, Roman Yamelyanov, Maria Khalizova
Location: Russia
Project Type: Produced
Client: Caffeitalia Group
Product Launch Location: Russia
Packaging Contents: Coffee
Packaging Substrate / Materials: Plastic
Printing Process: Digital printing

Everybody knows that the taste of coffee beans from different parts of the world will be different. But there are people, who can distinguish Columbian coffee from Brazilian. For them Caffeitalia Group in collaboration with Soyuz Lur LLC launched a natural roasted coffee line named Geography.

Our task was to develop a packaging design, which would be appreciated by the coffee lovers, who understand the sorts and heritages of coffee. The packaging design should tell about all the unique features of the coffee that grew in a certain place.

We found out that a region can give coffee taste hundreds of different features, distinctive for a certain part of the planet: humidity, daylight hours, soil chemistry and many more. All together their unique features are called ecosystem.

So we were faced with a challenge to showcase ecosystems of different regions in a capacious, vibrant and original way. Some of us may remember from school that ecosystems work cyclically and have a lot of interconnections. Meaning that somebody eats something…and then something grows out of it. In the wild habitat, the main consumer of the coffee berries are birds. We also found out that different regions have different breeds of birds with unique feathers, in addition to coffee.

What’s Unique?
Exotic birds that catch your attention in any environment, especially on a shelf in a supermarket, became a key element of the Geography series. For authenticity, the birds are surrounded by the natural environment of the region. This is how we developed a visual communication that would speak to the coffee lovers and would tell them about the place that Caffeitalia Group brought the coffee beans form, for them to enjoy.