This project was created for specialty coffee brand STOW which, since its inception in Slovenia, promotes a change in the culture of coffee drinking and, with it, a different product on the market – specialty coffee.
They mostly have manually harvested coffee, which is seasonally bought directly from the farmers. They also invest in the farms they buy from, and their clientele is used to their boutique approach. With every order, they receive freshly roasted coffee that is at the peak of its taste and freshness.
Our mission was to incorporate their philosophy into design. We wanted the whole design to emanate uniqueness at every contact with the brand.
The project started with logo redesign, where we achieved freshness and minimalism with thoughtful intervention, and managed to keep a recognizable appearance, as not to confuse their loyal customers. We continued with packaging, where we adhered to the outlined communication strategy and considered the design from an aesthetic, functional and educational level.
Aesthetics: It was important that the packaging exudes quality. Many customers in Slovenia still do not know the difference between ordinary and specialty coffee, so we created a premium effect and the necessary distinction with the combination of design and print technique. To support the story, we added two key details: logo print with copper foil & certificate on the packaging. The certificate’s role is to prove to the customer that the packaging has not been opened & boutique level of the product (with the handwritten signature of the master and the date of roasting).
Functionality: Packaging is easily opened and airtight closed, which is extremely important for coffee of this rank. Additionally, at the customer’s request, coffee can also be purchased in a gift box. In the context of packaging usability, it is important to provide the info about the individual coffee. Therefore, all info is always in the same place so that the customer can compare the individual parameters quickly for each coffee at any time.
Education: Each package provides the customer with the key info about the purchased coffee. This is important because buyers of specialty coffee do not stop at one flavor, but rather enjoy tasting different seasonal coffees. With educational support (Stow coffee academy) anyone can soon become an at-home coffee sommelier.