‘Ayna Coffee’ is a conceptual brand that focuses on coffee and coffee-based product packaging. The uniqueness of the packaging lies in the mirror theme, encapsulating the products as ‘ayna’ means ‘mirror’ in Turkish.

In this mirror-themed branding, packaging and photography study, I endeavoured to refer to the concepts of mirrors and reflections, also seen in the logo typographic study, in which the logotype is reflected as if a mirror is being held in place.

The mirror theme is also evident in the packaging, as the portal graphic elements, the windows, have a reflective material quality. To achieve this metallic, reflective look, I spray-painted the product boxes and later inserted the rest of the packaging material, leaving the doors open.

The product photography makes use of the mirror theme once more, as the products are placed in a box that should hold the mirrors safely thanks to the protective matter, the styrofoam balls. The ‘mirrors’, the products here, are photographed in a way that they appear to be transported and stored within a postage box, to strengthen the concept.

I later tried attaining digital mockup versions in addition to my own product photography, and I believe both my photography and the mockup iterations are valuable, hence my decision to upload both approaches.

Ayna, as an imaginary coffee brand, has the mere promise of transporting the consumer into mythical realms through its delectable aroma. Not only the logo, but the packaging elements aim to denote a reflection aspect, as once again to remind,  ‘ayna’ means ‘mirror’ in Turkish.

The keywords would be mirrors, portals, traces, and hints of another realm, creatively elaborated through the linear graphics and their traces.

The products are coffee beans, espresso powder, cold-brewed coffee, and coffee-flavoured Turkish delights.

The stock images used as background and for the mirror reflection in the unfolded packaging demonstrations are by Pierre Châtel-Innocenti and Luis Villasmil on Unsplash.