CHiATO – Game on.
Product:
CHiATO flavoured ground coffees stand out thanks to their rich, exciting flavours. They are crafted for those who crave more than just coffee, and are instead looking for something sweeter and more vibrant—like a coffee and a dessert all in one, or a delicious coffee cocktail.
Typically, CHiATO coffee drinkers belong to a younger age group. They seek novelty, they are keen on trying out new flavours, and they are always willing to experiment. In other words, they are the ones who might skip a classic espresso in favour of a caramel-flavoured latte. The ground coffees from CHiATO provide them with a convenient and simple way to bring those flavours home.
As a result, it is the product itself, along with its target audience, that has naturally guided our design decisions for the brand and packaging, calling for a playful, colourful, vibrant solution that would reflect the variety of flavours on offer.
Task:
Our task was to create a brand and packaging that would capture the attention of our target audience, and encourage them to try out new coffee flavours.
Creative Solution: Brand
Building the CHiATO brand was as enjoyable as savouring a cup of flavoured ground coffee! We focused our attention on the three core elements: FUN, to highlight the excitement that bold flavour experiments can offer; CONVERSATION, inspired by the social aspect of a chat over a cup of coffee; and COFFEE, to ensure that the brand is unmistakably connected to the product.
The name CHiATO was born from a fusion of the words “macchiato” and “chat”. The lowercase “i” amid the uppercase letters adds a playful twist to the brand name, all while emphasising the letter in question and resulting in a pronunciation reminiscent of “macchiato”. The same spirit of play and experimentation is also reflected in our slogan: “Game on.
Creative Solution: Packaging
The packaging is made of paper and boasts a unique, unusual shape. Inside, a plastic bag keeps the coffee fresh. It is encased in a playful box featuring cutouts on the sides, designed to offer customers a peek at the contents. The colours are vibrant, chosen specifically to reflect each flavour. Contrasting accents in the shape of colourful stripes create a sense of movement and energy. At the centre of the packaging are photos of coffee cocktails, each placed alongside its key component: caramel, hazelnuts, Irish cream, amaretto, or crème brûlée.
Together, these design elements combine to support our vision of the brand and product, conveying rich, exciting flavours while speaking directly to our target audience through bold colours and visuals.
CREDIT
- Agency/Creative: Coffee Friend
- Article Title: In-House Design of Flavoured Ground Coffee Brand and Packaging for CHiATO by Coffee Friend
- Organisation/Entity: In-House
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Lithuania
- Agency/Creative City: Kaunas
- Market Region: Europe
- Project Deliverables: Brand Creation, Brand Design, Branding, Design, Graphic Design, Packaging Design, Product Design
- Format: Box
- Industry: Retail
- Keywords: #CoffeeBrand #Chiato #ProductDesign #Packaging #CoffeeFriend
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Credits:
Designer: Agnė Tamašauskaitė
Photographer: Gabrielė Vegytė
Copywriter: Arijana Šimelevičiūtė