Zeitgeist Coffee Factory
Flavor Museum
Packaging & Branding
▲ Zeitgeist is an independent coffee bean manufacturer. They insist on pure coffee aesthetics and hope that products, sales methods, packaging design, etc. Are all for the sake of drinking good coffee. Therefore, they adopted a vertical sales concept and directly packaged and mailed coffee beans from the place of origin to consumers’ homes through online sales. Since the flavor of coffee beans is inversely related to shelf life, the zeitgeist has shortened the time it takes coffee beans to get to consumers from every angle, and they hope to achieve this in packaging.
▲ 时代精神是一间自主的咖啡豆生产商，他们坚持纯粹的咖啡美学，希望产品、售卖方式、包装设计等都为单纯只为喝上好咖啡服务。所以他们采取垂直的售卖概念，以线上售卖的方式直接将咖啡豆从产地直接打包邮寄至消费者的家中。由于咖啡豆的风味与保存时间成反比，所以时代精神从各个角度缩短咖啡豆送往消费者手上的时间，在包装上他们希望也达到这一目的。
◆ Since the demand for quick identification, we abandoned the conventional design thinking and implemented the main design of the secondary packaging. It allows consumers to quickly identify zeitgeist products in a large number of packages, while also locking in their choice of coffee bean flavors based on unusual colors. Warm orange and rounded petal-like shapes are floral notes; cool tones and neat geometric shapes represent nutty chocolate flavors; lightly roasted coffee beans are usually richer in flavor, and a graphic like a mass of fibers is used to express its layers and flavors. Taste. Under the premise of being fast and clear as the design goal, it conveys the concept of the spirit of the times simply for good coffee. The unique visual features achieve the purpose of "fast", and the graphic design and the typesetting of the text allow consumers to further understand the products in their hands.
◆ 对于快速识别的诉求，我们抛弃常规的设计思维，将主要设计做到了二次包装上。它能让消费者快速在大量包裹中识别出时代精神的产品，又能根据不同寻常的颜色来锁定自己选择的咖啡豆风味。暖色调的橙色与圆润的近似花瓣的图形为花香调；冷色调与利落的几何图形代表坚果巧克力风味；浅烘的咖啡豆通常风味较丰富，则用类似一团纤维聚合的图形表达其层次与口感。在快速、明确为设计目标的前提下，传递时代精神单纯只为好咖啡的概念。独特的视觉特征达到“快速”的目的，图形的设计和文字的排版则能让消费者进一步了解拿到自己手中的产品。
◉ And the problem of courier waste that must be faced when selling products online, we skillfully process coffee bean waste into paper boxes. If consumers accumulate enough times spirit coffee bean waste to send back to the factory, one serving of coffee beans will be given to consumers free of charge, and the waste will be used for new coffee bean packaging. Such cartons have a collision-proof buffer effect, and easy to disassemble, simplify the recycling process, so that consumers can also do their part for the Earth, forming the recycling of resources.
◉ 而线上售卖产品必须面临的快递垃圾的问题，我们巧妙地将咖啡豆废渣加工作为纸盒材料，如果消费者将时代精神咖啡豆的废渣积攒到一定数量寄回工厂，将会免费获得一份咖啡豆给消费者，而这些废渣将用于新的咖啡豆包装。这样的纸盒具防撞缓冲效果，且容易拆解，简化回收程序，让消费者也能为地球尽一份力，形成资源的回收利用。
