The briefing: "Unique simplicity, premium aesthetics and product quality: we want these to be obvious on our packs. "
The target consumer: Lovers of high quality coffee / chocolate drinks.
The design: We decided to stress the idea of 'effortless distinction' - of a 'casual eccentricity'. On a serious black package we added a small photo of such instances of smart non-conformity: feet with idiosyncratic shoe & shock choices enjoy their uniqueness within boring uniform environments. Orange and mauve for the bold and the beautiful!
