Coffee for dreamers
Our task
We were faced with the task of developing a packaging design for a coffee brand from the well-known Russian blogger Alina Levda. It was of paramount importance for us to create a design for this wide range of invigorating drinks as well as opening the possibilities for the brand to further enter the franchising business model.
We were faced with the task of developing a packaging design for a coffee brand from the well-known Russian blogger Alina Levda. It was of paramount importance for us to create a design for this wide range of invigorating drinks as well as opening the possibilities for the brand to further enter the franchising business model.
Client
Coffee Story
Services
Analytics
Brand platform
Design
Brandbook
The product
We analysed the coffee market, taking into account the development of the industry in different regions. It is interesting that coffee waves are characteristic of Russia’s largest cities, Moscow or St. Petersburg. The regions are straggling behind and need more education and culture of coffee consumption. At the same time, many roasters are focused specifically on the sophisticated metropolitan consumer, while in the rest of Russia the choice is limited to mass-market and offers from a few Italian manufacturers.
We analysed the coffee market, taking into account the development of the industry in different regions. It is interesting that coffee waves are characteristic of Russia’s largest cities, Moscow or St. Petersburg. The regions are straggling behind and need more education and culture of coffee consumption. At the same time, many roasters are focused specifically on the sophisticated metropolitan consumer, while in the rest of Russia the choice is limited to mass-market and offers from a few Italian manufacturers.
The design idea
Inspirational stories
When developing the design idea, we proceeded from the key insight of consumers. They associated our product not with cheerfulness and energy, but with rest, relaxation and time for themselves. It is this atmosphere, characterised as a light flow of fantasy and inspiration, that formed the basis of our design.
The design
In an online survey of our consumers, we identified several key dreams: an atmosphere of relaxation, romance and closeness with family and friends. Dreams do not have to be global. They may relate to the most ordinary and understandable moments such as basking in the sun in a hammock, taking a break from the bustle of the city and being alone with nature. All this is also about our desires. In the design, it was important for us to mirror the brand’s feeling of calmness and peace. In order to do this, we have developed the author's illustrations with a gentle, romantic, dreamy mood.
In an online survey of our consumers, we identified several key dreams: an atmosphere of relaxation, romance and closeness with family and friends. Dreams do not have to be global. They may relate to the most ordinary and understandable moments such as basking in the sun in a hammock, taking a break from the bustle of the city and being alone with nature. All this is also about our desires. In the design, it was important for us to mirror the brand’s feeling of calmness and peace. In order to do this, we have developed the author's illustrations with a gentle, romantic, dreamy mood.
On the front side of the package, we put all the important information about the product for the consumer: variety, type, roasting and taste characteristics. Consequently, our audience will be able to independently choose their ideal drink.
On the back there is some inspiration from the brand’s founder, Alina Levda. She talks about the idea of creating a product: from dream to reality.
We also developed designs for social media and branded media. A warm palette combined with delicate images enhance the light and airy atmosphere. This emphasises the adaptability of the product for different audiences, from newbies to strict connoisseurs. After all, in order to understand coffee, you need not only knowledge and experience. The ability to try, experiment and enjoy every sip of life are also of paramount importance.
The results
1. We formulated the positioning of the brand, keeping in touch with the personality of blogger Alina Levda.
1. We formulated the positioning of the brand, keeping in touch with the personality of blogger Alina Levda.
2. We identified key consumer insights about the brand, which formed the basis of the verbal and visual brand identity.
3. We developed unique design solutions with the help of the author's illustrations to differentiate it from other brands.
