Forchewn
Designer | Forchewn, Gardenia Zhou, Shiela Guo, Anastasia Draghici
Location | New York, New York USA
Launch Date | February 26th, 2026
The goal of the design was to elevate instant coffee into a considered, engaging experience while remaining practical, transparent, and portable. We wanted the packaging to invite interaction on shelf, communicate quality at first touch, and transform a daily habit into a small moment of curiosity and pause.
The form was designed to be compact and secure, with a resealable flap that keeps sachets contained during travel or outdoor use. Material choices balance tactility and responsibility, using a thick artisan paper for the outer box and recyclable aluminum for the sachets so the entire system can be recycled without compromising freshness or durability.
Visually, the design draws from both agricultural and ritual references. Illustrations of coffee tree trunks and blossoms reference the natural origins of the coffee, while tarot symbols introduce an element of reflection and discovery. The zipper pull and layered reveal were inspired by blind box experiences, creating anticipation while reinforcing the idea of freshness through an irreversible opening moment.
Color functions as both expression and navigation. Each coffee uses a distinct palette inspired by its primary tasting note, allowing immediate differentiation while encouraging closer reading. Clear sourcing information is presented on the sides of the box to highlight the farms and farmers behind each coffee, treating instant coffee with the same transparency as specialty whole-bean offerings.
Together, these elements support a design that is intuitive, playful, and intentional, inviting people to slow down and engage with coffee in a more thoughtful way.
Sustainability is embedded in both the visual language and material decisions of the design.
Nature-inspired illustrations of coffee tree trunks and blossoms reference the agricultural origins of the product and acknowledge the ecosystems behind each cup. Transparency is further expressed on the sides of the box, where sourcing details highlight the farms and farmers involved, reinforcing accountability and respect for origin.
Material choices were made intentionally to reduce waste. The outer box is produced using recyclable paper, and the individual sachets are made from recyclable aluminum. Together, these choices allow the entire packaging system to be fully recyclable, minimizing single-use waste while maintaining product protection and quality.
