My Role: Conceptual Development, Design, Mechanical Development.

Project Objectives: Name, brand and design the packaging for a premium coffee line offering espresso and coffee in whole bean and ground variants from 4 different countries. Design a campaign that targets urban, professionals age 25-40 that easily translates across various formats, including overhead subway panels and bus stop billboards.

Packaging Solution: Create a system that visually connects the product with its packaging through structural design and color. The whole bean package follows the rounded shape of a coffee bean and the ground coffee packaging is angular to reflect the shape of a cone filter. Extensive research was conducted to select colors that represent each SKU’s country of origin, either in the natural environment or culturally.