” ABOUT THE PROJECT: International coffee company branding and packaging for their single origin, premium Arabica beans from five coffee regions – Ethiopia, Tanzania, Indonesia, Zimbabwe and Colombia.
The goal was to appeal to the new generation of coffee drinkers: those who appreciate old school style with a little extra money in their back pocket, interested in the complex, sophisticated flavors of coffee…similar to a fine wine or craft beer.
INSPIRATION: I immediately thought of moods and monkeys. Why? Monkeys expression and behavior seem to reflect their moods…much like us humans. Since monkeys are a common thread among these five coffee regions, I thought it would create an impressionable and long lasting image by tying moods and monkeys together. From that, “The Mood” coffee brand was born with its mascot, “The Monkey”.
To take it a step further, the monkey symbolizes diplomacy, intellect and wisdom. Placing a hat on top of their head, further magnifies these traits creating an imagine of sophistication…not only on the bag, but in the bag too.
DESIGN: Simple, yet detailed. Hand drawn, vintage inspired illustrations on kraft paper. Black ink represents the color of coffee, single sourced…no distractions.
The monkey illustrations are playful, with facial expressions hinting at the coffee’s flavor profile such as sour citrus or velvety chocolate.
What are you in “The Mood” for? Coffee.”