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Agency: Optimist
Art Director: Bruno Palmik
Creative Director: Anoorupa Bose
Copywriter: Liisa Kivirähk
Project Manager: Triin Ilves
Photography: Holger Kilumets
Microscopic Photography: Dr. Robert Berdan
Location: Estonia
Project Type: Produced
Client: Kohe
Product Launch Location: Europe
Packaging Contents: Coffee
Packaging Substrate / Materials: Cardboard
Printing Process: Offset, holographic foil

Our brand story
As a curious biochemist and a coffee lover, Johan Rohtla spent years in a lab, diving deep into the word of coffee crystals. The result was the discovery of KOHE- a scientific breakthrough in the world of instant coffee.

Our packaging story
Inspired by Johan´s journey, we wanted to create a package that would also take coffee lovers deep into the world of coffee crystals. So we worked with four leading microscopic photographers from across the world. After four months of experimenting with different microscopes, lenses, lighting and photomicrography techniques, we were finally able to capture a series of images that unravelled the incredible beauty hidden deep inside KOHE coffee crystals. Our package design is a revelation of this unseen beauty.

The package experience
A cut-out on the outer sleeve of the package gives viewers a sneak preview of the magic that lies hidden inside a Kohe coffee crystal.

On removing the sleeve, you discover the first microscopic shot of a Kohe coffee crystal on the box. Inside the box, you further discover 5 more microscopic shots of Kohe coffee crystals adorning the 5 coffee pouches.