‘Process’ is an independent speciality coffee roaster in Belfast founded by Ben Hamilton. After working in various coffee shops at different levels, Ben wanted to carve out new space in the industry where he could blend his passion for coffee and skateboarding.
The brand’s foundation is built upon the belief that there’s growth and joy found between the beginning and the end. Everyone starts somewhere and whether it’s speciality coffee or not, all are invited to keep learning and progressing. Process celebrates that idea with an approach to coffee and business that is anti-exclusive and highly inclusive.
This spirit of continually trying, learning and perfecting is not only found behind the espresso machine but also at the skatepark. Breaking boards in frustration or the elation of landing something ‘first try’ perfectly encapsulates the ups and downs that come with progress. Then, it made sense that the brand would be built around a low-fi 90s feel with a never-give-up attitude.
When it comes to coffee roasters, you’ll find the core brand expression in their retail coffee packaging. And for this, we took a whole new and different approach. Inspired by the nostalgic feeling of VHS tapes, Process released a design inspired by the 90s that was fun, engaging and facilitated a whole new coffee experience. From the ground up, design is created with interactivity in mind. The glossy VHS tray container slides away from an inner tape that reveals deboss details and a matt finish. After engaging with the cassette, you can find a bag of tasty coffee inside. With three layers of opening and sliding, and revealing, this packaging truly expresses the notion that more is more. Maybe this is why it was honoured as a packaging design finalist in the 2021 sprudge Awards.
Memorable VHS touchpoints are used in new ways throughout the packaging design. The Pragmatica typeface provides that simple, default feel while supporting the broader vibrant expression. Playful icons and smiley face marks replace what would typically be a Kodak or Fuji on logo VHS tapes. And labels that would usually identify ‘Jeffersons Christmas 94’ are now used for the coffee region and varietal info. Every tape design reference is used in a new way to express the brand vibe or functionally provide product information.
A spectrum of energizing colors creates an identity for every box of coffee. Stepped gradients through the cheerful hues provide variety across 3-4 different colorways, helping them stand out on shop shelves. The colour palette is then used as a distinguishing tool in the label design system.
Process is passionate about welcoming everyone into speciality coffee culture. The back of each box includes a different brew method with step-by-step instructions, helpful for a novice and a seasoned homebrewer. Staying on theme, simple, debossed icons suggest the VHS story even further but, in this case, express the brand values and vibe.
The Process packaging has taken the coffee insta-sphere by storm. The initial novelty has progressed to a genuine coffee experience unlike any other. We couldn’t be more stoked at the final design, the feel of the box in hand and the response by coffee and design nerds across the world. Insert, play and enjoy… remember to rewind when you’re done.
- Agency/Creative: Angel & Anchor
- Article Title: VHS Inspired Coffee Packaging by Angel & Anchor
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Belfast
- Market Region: Global
- Project Deliverables: Art Direction, Brand Identity, Copywriting, Graphic Design, Icon Design, Packaging Design
- Format: Bag, Box, Tray
- Substrate: Plastic, Pulp Board, Pulp Paper
- Industry: Food/Beverage
- Keywords: coffee, packaging, brand, 90s, skate, concept, theme, speciality, VHS, belfast, angel and anchor, process coffee
Photography: White Cloud Photographic
Client: Process Coffee