Douwe Egberts (DE) is the third largest coffee roaster in the world, with a mission to disrupt the category by building a dynamic brand that consumers love. Competing with an ever growing drink market, DE needed to step away from a ‘grandfather’ drink perception to appeal to much younger audiences. As a university project, we developed a new packaging design based on country-specific blends. Each blend embodies the country’s colours, national animals and its vibrant culture.