After redesigning Rubra’s range of coffee bags in 2009, the brand’s sales escalated and has become one of Australia’s most well recognised boutique coffee brands.
Fast-forwarding to 2020 and Rubra planned to launch into the Asian market, recognised the need for a brand refresh.
Still in love with their brand, Rubra’s requests for the refresh were minimal – suggesting the introduction of more colour.
Each design hinged on representing the personality of the coffee blend by immersing photographs of individuals interacting with the coffee beans themselves. Jazz features a saxophonist blasting the coffee beans and mimicking the dark intensity and richness of the blend, while Soul features a retro-styled African-American and a cassette deck representing the smoothness of the coffee dancing on the taste buds.
Moving away from the previous muted colour palette, the updated design featured new imagery and bolder typography with a brighter colour palette incorporated into the imagery. Bolder use of the brand’s corporate colours – coffee brown and copper are emphasized on both the front and side panels by maximizing the qualities of the base foil materials to further enhance their metallic qualities and premium aspects of the brand.
- Agency/Creative: Dessein
- Article Title: Rubra Coffee Bags Packaging Redesign by Dessein
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Australia
- Agency/Creative City: Perth
- Market Region: Global
- Project Deliverables: Packaging Design
- Format: Bag
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: WBDS awards, Agency
Design Agency: Dessein