Design: Jovana Milojević
Project Type: Student Project
School: The Faculty of Philology and Arts, University of Kragujevac
Tutor: Nemanja Dragojlović
Packaging Contents: Coffee
Packaging Substrate / Materials: Paper, Cardboard
Printing Process: Digital printing
Good Morning is a new brand of a special coffee type packed in capsules that are used in espresso coffee machines.
Royal Italian espresso made of pure Colombian Arabica is a real temptation even for the great coffee connoisseurs.
The target group is people of early and middle adulthood age. Urban people. Lovers of world tastes. People who are ready to spend more money on the right espresso instead of traditional coffee. People who appreciate design and technology, follow innovations and set trends.
The uniqueness of the design is reflected in its simple geometry which becomes a recognizable symbol. Three different colors represent three coffee types: Espresso, Latte, Cappucino. Their different design is shown in ornamental illustrations that are unique for each coffee type this makes it different and special. On the back of the product is a guide that familiarizes consumers with other coffee types and their countries of origin.
The elegant and modern package is recognized by the strong green, red and turquoise palette. Overall identity is being supported with an advertising campaign called “A sip of silence.”