Colibri Coffee importing company launched a yearly Conilon Challenge awards for the best drip pack recipe in order to draw attention to a variety of coffee known as Conilon. Participants were asked to create a recipe for grinding and brewing this variety for drip packs.

Based on the competition’s results, a limited edition set of drip packs will be launched in 2024, primarily aimed at professionals and connoisseur enthusiasts.

Tasks:
The Ohmybrand agency was tasked with developing packaging for the limited edition drip coffee collection.

What we did:
We drew dozens of sketches of cats, cut out numerous packaging constructions from cardboard, and poured over every detail in order to interest both professionals in the coffee industry and lovers of the invigorating drink.

Conilon is the strongest coffee, four times stronger than Arabica and twice as strong as Robusta. Conilon has higher caffeine content compared to Arabica, however, it tastes less acidic. In other words, it has a softer taste but is much more stimulating. This combination led to the creation of the metaphor of an unsleeping black cat. Black, while being the “coffee” color, is also widely associated with the high concentration of caffeine.

More caffeine – more cat. The packaging contains six drip packs with three combinations of beans: Arabica, Arabica and Conilon (50:50), and 100% Conilon. Depending on the percentage of Conilon, and accordingly, the caffeine content, the cat’s state on the illustrations changes: it just woke up, stretches, or is fully focused on its goal.

A small “Easter egg” is hidden in the icons of the instructions
We developed a detailed back of the pack with complete information: the flavor and aroma profile of the beans, brief usage instructions, and a QR code linking to a video with the winning brewing recipe from the Conilon Challenge.

Several concepts were developed in different directions to create the brand’s conceptual foundation. The final choice was a black cat named Kotilon, embodying Conilon coffee and caffeine. His image became a metaphor for the product: coffee with a high caffeine content, the most awakening drink.

A suitable form factor for the packaging was chosen for the project: a “treasure chest” box. It conveniently holds the drip packs and creates the impression of a special, non-basic box. A layout was developed according to the necessary dimensions, with adjustments made to create a comfortable user experience.

No AI could handle it – all illustrations were lovingly drawn by our designers with a passion for cats (and coffee).

Result: The project was successfully launched in early August and was first publicly presented at Coffee Day at the Brazilian Embassy.