Manufacturer: Coffee Mate Group
Head of project: Ieva Bivainienė
Project manager: Indrė Kupčinskaitė Mikulė
Copywriters: Ieva Poniškaitytė, Austėja Ginotytė
Packaging designer: Kęstutis Nenartavičius
Photographer: Rimvydas Chmieliauskas
Photoshoot stylist: Agnė Tamašauskaitė
Project Type: Produced
Product Launch Location: Europe
Packaging Contents: Coffee
Packaging Substrate / Materials: Plastic
TASK & SITUATION
The Coffee Belt, or the Bean Belt, is a horizontal strip of land between the Tropics of North and South, which surrounds the Equator, passing through Central and South America, Asia, and Africa. Countries that lie within the belt are characterised as an ideal place for coffee plantations. This is why we created the coffee bean blend from specialty coffee beans by Parallel – for always perfect coffee taste. Depending on the continent, we chose a subtraction of the highest north and the lowest south parallel of the coffee belt and obtained new coffee blends by Parallels – 12 Ethiopia and Tanzania, 17 India and Papua New Guinea, and 36 El Salvador and Brazil.
The old packaging was made of two parts: the inner packaging and the box. Over time, we decided to refuse additional material, however, the inner packaging did not contain textual information, so it was not suitable for sale without the box. Therefore, by changing packaging design, it was aimed not only to improve the visual appearance of packaging, but also to solve this problem.
For each coffee to have its unique detail, three different colours were used to create the packaging design. The shiny side is the main thing that makes it different from most coffee packages. These glossy colours give the packaging a sense of luxury, in addition, it confirms that ”Parallel” coffee beans are of the premium blend. Important to mention that ziplock eases the usage and helps to preserve the aroma of coffee for a longer period of time.
We have created not only the unique design, but also a package with all the necessary information that buyers need. Therefore, the current Parallel coffee packaging can stand on the shelf without the box.
The whole idea of this coffee blend is speaking loud for itself. This blend is a true and unique representative of The Coffee Belt – the place of quality and the real meaning of coffee. The luxurious packaging improves the strength of the message of uniqueness, allowing you to enjoy the highest quality coffee from around the world just right here at your home.