Overview

I was tasked with created packaging for a coffee company for a typography course. We were given content that must be included on the packaging, but otherwise we were given freedom in our layout and overall design choices. It needed to be a fictional company so we had the opportunity to make some creative choices for the company name and it's actual product as well.

Process

After receiving the brief for this project, as well as the items that needed to be included, I spent some time looking at some coffee packaging and brainstorming the creative direction I wanted to take with the brand stylistically. Having worked at a coffee shop, and enjoy drinking coffee myself, I had some experience with coffee packaging, and what I personally found functional and enjoyed about the branding. I wanted to create something clean yet fun that would draw the buyer in, especially in a saturated market when browsing grocery store shelves. I then created some sketches of the layout and branding assets that I wanted to utilize. Refined those ideas and finalized them in Illustrator and InDesign.

Insights

Having worked in coffee, and being a consumer of the product was a fun perspective to bring to this project. It was an important exercise to consider a space like grocery and how easily packaging can get lost among all of the available options. It gave me insight into the importance of considering and mapping out all of the areas that a product may be seen, and how you want that impact to hit the consumer, given all of these different arenas that this branding may appear. This project helped to instill the importance of thorough research into what the life of the brand and the product will look like to ensure that you have the impact that you wish to have with the end user.