Estro is a new brand of coffee capsules, the main advantage of which is new technologies that allow you to better preserve the qualities of coffee. It was planned to launch three product lines of different function and different price categories at once, so the main difficulty of the project was to create three lines of packages under a single brand. The packaging form factor was also defined in advance: a tube with a sticker.
The main solution is three different types of graphics, stylistically and meaningfully corresponding to the target audience of each of the three diverse product lines.
The first product line, Estro Gourmet, is a premium coffee of the rarest varieties. It is aimed at wealthy people who appreciate prestigious coffee. For this line, was chosen a minimalistic solution with a reference to Art Deco, a style that is synonymous with luxury.
The second product line, Estro Specialty, is a coffee for real coffee experts who understand all the subtleties of taste characteristics and know exactly which region and what kind of coffee processing they need. A solution for this line of product is in the form of a colorful table that shows the main characteristics of each type of coffee in this product line.
The last product line, Estro Health, is a coffee with various healthy functions and ingredients, aimed at people who want to turn coffee consumption into a healthy habit. The solution for this line was the background graphics of various shapes, associatively referring to healthy function of each product in the line.
CREDIT
- Agency/Creative: Anna Galsanova
- Article Title: Anna Galsanova Creates a Student Branding Concept for Estro’s Trio of Coffee Lines
- Organisation/Entity: Student
- Project Type: Packaging
- Project Status: Non Published
- Agency/Creative Country: Russia
- Agency/Creative City: Moscow
- Market Region: Europe
- Project Deliverables: Brand Design, Brand Identity, Branding, Design, Graphic Design, Logo Design, Motion Graphics, Packaging Design
- Format: Tube
- Industry: Food/Beverage
- Keywords: coffee, beverage, capsules, branding, packaging
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Credits:
Designer: Anna Galsanova
Curator: Leonid Slavin
3D-visualisation: Pavel Gubin
Packaging curator: Yevgeniy Razumov
Brand positioning curator: Jane Butyrina
