Café Cultura
Designer | Luciana Darwich- @luciana.darwich
Location | Florianópolis, Brazil
Launch date | December 14, 2021
Packaging concept: When we started the new packaging design for Cafe Cultura, we wanted to bring the experience of our stores into the customer's homes. Cafe Cultura is known for its atmosphere. In our cafes, we have antique books, magazines, and curiosities that connect us to our past, future, and present. Bringing Cafe Cultura’s culture onto our packaging was a challenge we felt was needed. With our expansion into new markets the package needed to communicate who we were at first glance for the people that were new to our brand but also a sense of recognition for those that are familiar with it.
To begin, we sought the most current coffee packaging offerings on the market. We went with the box bottom zip lock bags with valves, all for 250 grams. When we were selecting our supplier for our coffee packaging we went with one that was local and had a sustainability program. Having suppliers with shared values is essential in all we do. To be able to visit them and see first hand the work they do is important to us to guarantee to our customers our quality and commitment. Our supplier helps the environment by reforesting trees, capturing runoff water to use in the processing, and recycling packaging material to be used in products like roofing tiles.
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With this new design, we saved two production processes, bringing more efficiency for the packaging team. Using Cafe Cultura’s brand language, we searched for a new visual identity to portray our principles. To reinforce the importance of the origin of our coffee, we used an image from the coffee farm. We created a black and white image in a pixelated form, giving the effect of old newspaper images. This creates a subtle backdrop and is the base of all our coffee packaging. We then contrasted with a sticker in a new color palette of pastel tones, which is placed upon the package to designate the type of coffee in the bag. The labeling sticker contains information about the coffee bean. We made it clear for those who are new to specialty coffee but also for those who already have an understanding of what specialty coffee means and its various nuances of flavors.
Included on one side, the roasting profile, along with the ground type for the brewing method the customer is using. On the back, we have our seal “farm to cup concept” and we use a QR code that opens a portal to explore more about the origin of coffee and learn about how to prepare the coffee, providing the customer with a channel to connect them with Cafe Cultura. This information supports our mission to bring specialty coffee to all and is an invitation to explore the versatile world of coffee! All these points bring structure and presence to our coffee on the market shelf at first glance! And as a hidden message, we printed on the bottom of the package an important synthesis of all this. That our coffee is pure and therefore healthy. O bom café faz bem! Good coffee feels good!
