A competition brief set by Douwe Egberts Coffee. New packaging had to attract a younger demographic through a modern and contemporary means. However, the design must still promote the brands heritage.

The final design incorporates the brand story which wraps round the pack using negative space to create the numbers 1753, the year which DE began producing coffee. A number is displayed on each face of the pack enabling 1753 to be formed on the shelf. This was inspired by research into eye-tracking technology. Read Less