Forastero coffee capsules: The brief for this project consisted in designing the packaging for a new fictitious brand of coffee capsules directed to the Reformers, a segment of the population that takes into consideration social responsibility and environmental sensibility when making purchase decisions. Coffee capsules are the result of the industrialisation of the coffee-making process, giving way to a slight discussion of practicality against artisanal made, causing the perception of the “dehumanisation” of coffee.
Based on this approach, and under the premise that said target group values authenticity and ethical production over brands that only focus on profit, we developed Forastero coffee capsules , a range of single-origin coffee capsules aimed at the masstige market segment. The development of the concept and packaging seeks to attract the consumer’s attention, through a powerful graphic composed of the faces of those who are behind each harvest, in emblematic places of coffee: Jamaica, Ethiopia, Java, Colombia and Nicaragua.
Our goal is to give exposure and recognition to the all coffee farmers, with a graphic design proposal that is composed of characters from each emblematic place, whose faces cannot be fully recognized, being a metaphor about how the buyer ignores the whole story behind each coffee production, behind the coffee they drink everyday . This graphic intends to arouse the curiosity of the viewer and reflect on the human labor behind of it all.
The structure of the package was created to avoid unused space and to economize the use of material, in turn enhancing the presence of the package on the shelf, since its vertical and unconventional structure helps it to stand out from other brands in the category. Also, the packaging was designed with a double functionality: when closed, it keeps the product safe and when opened, it can be used as a display for the coffee capsules.
- Agency/Creative: Dawn Till Dusk Design Studio
- Article Title: Dawn Till Dusk Design Studio Creates a Concept Product Packaging for Coffee Capsules
- Organisation/Entity: Agency, Non Published Concept Design
- Project Type: Packaging
- Agency/Creative Country: Ecuador
- Market Region: Multiple Regions
- Project Deliverables: Branding, Graphic Design, Packaging Design, Product Architecture
- Format: Box
- Substrate: Pulp Carton, Pulp Paper