The consumer group is targeted at young consumers aged 25-35, who are pursuing freshness in FMCG, looking forward to a different brand consumption experience from the past, and prefer brands that are small in size and fast in launching new products. For this group of consumers, coffee is more like an enjoyment in life than just the intake of caffeine. They look forward to products that will bring them freshness and fun.
When communicating with PO CAFE and conceiving products, they discussed hoping to trigger consumers’ imagination of coffee flavor through packaging. Therefore, in the packaging design strategy, the product packaging was used as the carrier of the story through the design of images and words, and the coffee was written. Regarding the story of the origin flavor, each coffee flavor is a unique story full of imagination.
There are always many descriptions of flavour on the coffee packaging, most consumers are not interested in reading long text, In the process of creative thinking, this project is thinking about whether there is a more interesting and novel way of presenting coffee flavour notes.
Try to combine the flavour notes of coffee with poetry, read coffee flavour notes and stories in a more interesting way, make the text image, let the text layout escape the norm. The package cover uses the ink-smeared plant pattern to identify the flavour, like in the process of brewing coffee, stories about the flavour of coffee are also being written.
Let the boring product description become interesting, so that the description text can also become the highlight of the visual design.
Poem of Coffee is a period product of PO CAFE. In the future, it can also cooperate with artists, writers, and creative workers in different fields to launch different limited coffee flavors. Through product co-branding, the brand will be strengthened among different consumer groups. The appeal has also expanded a lot of future imagination for the research and development of coffee products, and has escaped from the past standard practices.
- Agency/Creative: Lung-Hao Chiang
- Article Title: Poem of Coffee, Po Cafe Visual Identity Design by Lung-Hao Chiang
- Organisation/Entity: Agency, Non Published Concept Design
- Project Type: Packaging
- Agency/Creative Country: Taiwan
- Market Region: Asia
- Project Deliverables: Brand Creation, Brand Guidelines, Brand Identity, Brand Naming, Brand Strategy, Branding, Graphic Design, Identity System, Illustration, Packaging Design, Product Naming, Research, Tone of Voice
- Format: Box, Flow-Pack
- Substrate: Plastic, Pulp Board, Pulp Paper