Club Caffeine

Posted on

Admin

Global

Design: MITHIL MOGARE
Location: India
Project Type: Student Project
School: MITID Pune
Tutor: Prof. Ranjana Dani
Packaging Contents: Coffee
Packaging Substrate / Materials: Plastic-coated cardboard, Cardboard, Paper
Printing Process: Digital Printing, Offset Printing, Gravure Printing

Coffee in India is not only a beverage but also an emotion. Indians have increasingly become Vocal for Local, basking in the glory of Native Pride, taking interest in the local produce. The rise in coffee consumption is a boon for farmers and is contributing greatly to their upliftment. Youth is getting curious about the product’s origin and want to get aware of the whole coffee system. The nomadic lifestyle is getting popular these days and consumer travels into remote places with carrying his own food. Youth has an attitude of trying new variation in the food as well as the day to day life.

Coffee in India is traditionally grown in the Western Ghats spread over Karnataka, Kerala, and Tamil Nadu. Coffee cultivation is also being expanding rapidly in the nontraditional areas of Andhra Pradesh and Odisha as well as in the North-East states. Coffee is predominantly an export-oriented commodity and 65% to 70% of the coffee produced in the country is exported while the rest is consumed within the country. Indian coffee has created a niche for itself in the international market and the Indian Coffees are earning a high premium. The history of coffee in India is as rich as its highly regarded taste. Having taken their roots in Chikmagalur over 350 years ago, coffee farms have become one of the most recognizable landscapes of the Western Ghats. Coffee farms provide livelihoods to thousands of people. The characteristic evergreen coffee shrubs interspersed with towering trees is more than just a visual treat. These agroforests are known to harbor a plethora of wildlife species. However, in the last 20 years, shade-grown coffee has given way to high-intensity, full-sun monoculture.

There are two types of coffee beans: Arabica and Robusta. Our brand is focusing on Robusta coffee. Robusta is the second most-produced species of coffee beans. Robusta grows at lower elevations has high levels of caffeine thus having an inherent harsh taste and is disease resistant. Robusta, like its name, is robust in its growth; the plants can withstand a myriad of altitudes and rainfall conditions. Often mechanically harvested, Robusta has low popularity and is much cheaper than Arabica.

The product serves four different variations in the intensity of coffee which is ready to drink. Flavors are named, Light Decafe, Medium Mud, Heavy Dirt, and Pure Caffiene. It will have experimentation on blending with flavor 80% Coffee and 20% Chicory.

We are designing a Packaging of Hot Brewed Coffee (multipack-multi flavored intensity) for Nomadian, which can be easy to use as well as fulfill the curiosity about the origin of the coffee visually and/or verbally.

The study found an astounding 204 bird species across the coffee, rubber, and areca plantations, of which 13 are endemic to the Western Ghats. The results show that coffee agroforests support higher diversity and abundance of birds when compared to areca and rubber. Large-bodied frugivores (fruit-eaters) like pigeons and hornbills were found in much higher densities in coffee. These birds play a very important role in seed-dispersal and maintenance of forest trees in the region. The scientists found a clear positive association of tree density and tree cover in the surrounding areas with bird diversity. Changing agricultural practices that open up the shade tree canopy, or switching from coffee and areca to monocultures, such as rubber, can seriously damage the ability of these agroforests to support birds.

Bird diversity is said to be a very good indicator of the overall environmental health of the given ecosystem. In regions like the Western Ghats, where Coffee harvest is a major agricultural practice various birds and coffee crops enjoy a symbiotic relationship. These birds play a very important role in seed-dispersal and maintenance of forest trees in the region. However, it has been observed that tropical agriculture might also drive species loss. Considering this adverse effect, at Club Caffeine, we support indigenous farmers to make Bird-Friendly coffee to help sustain threatened bird species. The coffee is grown in the traditional way to help to feed the habitat with breeding and nesting facilities. Coffee agro-forests in India, like the one proposed by Club-caffeine, can generate substantial economic and biodiversity benefits. Every sip of coffee you enjoy, therefore, can leave a footprint on the Earth which can save the almost 13 endemic bird species in the Western Ghats.

This product and package will talk about unique Indie Flavor made in India with the preservation of Indian Coffee legacy and the Endemic Biodiversity found in the Western Ghats by spreading awareness through infographics in Packaging design.

Packaging has three different concepts:

  1.  Brewing Cup: Plastic-coated cardboard cup will place on the mug. and hot water will be poured into the mug to enjoy coffee. Hot brewed coffee will drip into a mug and then the consumer can add sugar and/or milk as per need.
  2. Edible Cup: The operating principle behind this is biscuit. It will have a separate drip bag. Hot water will be poured into the cup. The consumer can add sugar and/or milk as per need. After use consumers can eat the cup or can throw it off. The mug will take 45-55 minutes to dissolve into the soil. This won’t leave any carbon footprint.
  3. Foldable Brewing Cup: It will be a sachet or foldable cup inspired by origami. The opening will be torn off to remove the sachet and the cup will be unfolded. It will have a separate drip bag. Hot water will be poured into the cup. The consumer can add sugar and/or milk as per need.

All these three cups will operate by drip bags (soaking bags). It will have sugar and milk powder sachet, which can give freedom to make owns style coffee.