Amazonia That Awaits: Conilon Challenge 2025 Packaging

Conilon Challenge is a championship organized by the importing company “Hummingbird сoffee” to popularize Conilon coffee. The goal of the championship is to unlock the potential and flavor profiles of the canephora species (Conilon and Robusta), and to discover the most delicious brewing and consumption methods. Following the competition, a limited-edition drip series is released annually based on the winner’s recipe.

In 2024, the Ohmybrand team, together with “Hummingbird сoffee,” had already developed successful packaging for the championship, featuring an unofficial mascot — Kotilon the cat. This design won the hearts of coffee lovers, the global professional community, and the farmers, amassing an impressive collection of awards: a Red Apple Gold, a WBDS Silver, two “SREDA” Festival Bronzes, an Open Jury “SREDA” Silver, as well as the “Big Fish” award from Sostav, and more!

In 2025, Conilon Challenge took place during the Year of Amazonia. Therefore, alongside the basic Conilon drips, Amazonian Robusta joined the lineup — another amazing variety within the canephora species, whose flavors are as vibrant as Brazil itself. The task was no less ambitious: to create packaging that would unite the design of the previous championship with the Year of Amazonia theme, while also providing coffee lovers an opportunity to immerse themselves in the unique flavors of Brazilian coffee and choose their favorites. Each package contained three drip bags of Amazonian Robusta and three of Santa Tereza Conilon.

What did the Ohmybrand team do? A complex challenge required a non-standard approach. Ohmybrand invented a new packaging structure from scratch: calculated, printed, assembled, and reassembled until the agency found the perfect form — an unfolding “book.” The package size remained the same, but the new structure visually separated the two flavors and detailed information on caffeine content, acidity, bean characteristics, region, and farmers. The design turned out bold, colorful, and unique, much like the Brazilian landscape.

The packaging contained a lot of important information: about the championship, the difference between the flavors, the varieties, their origins — all in a compact and original way. A solution was found: visually, the packaging transformed into a kind of “treatise.” The cover featured the mascot Kotilon amidst the intertwining branches of a coffee tree, styled for the Year of Amazonia. The spread featured general information about Conilon Challenge and this year’s winner. Inside, on both sides, is detailed descriptions of each lot. The blue part of the packaging with the envelope for Robusta from Rondônia state was inspired by the depth and curves of the Amazon River. The black part, dedicated to Conilon from Espírito Santo, maintained a connection with last year’s design and Kotilon. The back featured the winner’s brewing recipe with a video tutorial.

And, of course, Ohmybrand didn’t forget the Easter eggs.

As a result, the new structure separated the two coffee flavors, visually emphasized their territorial differences, and turned the process of discovering the product into a true immersion into the world of Brazilian canephora. The packaging was presented at the Coffee Day at the Brazilian Embassy and warmly received by market professionals.

The entire limited edition line is already sold out. The popularization of Conilon is reaching a new scale!