ILLY COFFEE PACKAGING DESIGN CONCEPT
This is an assigment that I had in school to redesign packaging. I chose to redesign packaging from Illy coffee brand. Their current packaging has been around for awhile and I decided to remake one that would create shelf impact, hopefully to help reposition the brand and make it exciting again.
Their current packaging was dull and does not really stands out on the shelf. I wanted to create something that customer finds value in it, so they would even buy just to keep it.
I have chosen to use Art Deco style in the packaging design as my concept because I wanted to make a packaging that feels premium and elegance for customer.
I made something like visual journey that represent the process of making good coffee
The whole visual graphic actually telling a process about how Illy Coffee been made. Coffee plant represented what it should be. World map represent they shipped worldwide. Coffee bean surrounded by outline with 9 dots represented the coffee bean was blended with 9 distinct Arabica beans. Moon phase represented days and nights that had spent. Measurement represented they used scientific way or they make sure the coffee blend is perfectly balanced.
In summary, they picked the finest coffee bean from coffee plant and shipped worldwide. Then they spent days and nights, using technologies and science to produce the perfect and balanced blending from 9 distinct Arabica beans. Thus that’s how they made the perfect coffee for everyone to enjoy.