As the summer season approaches, we have captured the natural fruity sweetness and acidity of coffee flavors and combined them with a vibrant and slightly playful visual language to introduce a series of coffee projects exclusively for the summer. By personifying the fruits and conveying their juicy, sweet flavors, and even their enticing appeal, through visual perception, the textured pouches have become a seductive element that adds an interesting visual expression to the taste experience.
In the concept of the “Fruity Coffee” project, we aimed to portray the imagery of fruits more intuitively. Therefore, we used “fruit pouches” as the cohesive packaging material for the storytelling. The application of visual language also drew inspiration from the slogans commonly seen at fruit stands and fruit crates, hoping that the packaging design could evoke viewers’ memories of daily life.
In Asian gifting culture, exquisite and premium fruit gift boxes have always been the top choice for presenting gifts. By showcasing the deliciousness, rarity, and level of packaging sophistication of the fruits, it demonstrates respect for the gift recipients. In the packaging design of this project, besides incorporating slogans from the popular culture of fruit stands, we also aimed to strike a balance between popular culture and premium gift boxes through layout arrangement, paper selection, and printing techniques. Whether customers simply walk into the store to enjoy a cup of coffee, purchase a bag of coffee beans, or want to buy a gift box for a respected VIP, the “Fruity Coffee” project caters to consumers’ demands for packaging design.
- Agency/Creative: Lung-Hao Chiang
- Article Title: Fruity Coffee Coll. Visual Identity Design
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Non Published
- Agency/Creative Country: Taiwan
- Agency/Creative City: Taipei/Taiwan
- Market Region: Asia
- Project Deliverables: Brand Design, Illustration, Packaging Design
- Format: Box, Flow-Pack
- Substrate: Metal, Pulp Board
- Industry: Food/Beverage
- Keywords: Coffee
Art Director: Lung-Hao Chiang