Ojo GmbH
The idea was to create a packaging that matches the content, to create a congruent experience. In terms of aroma, flavor, design and of course quality. The value of the product gets represented with the box and the shiny gold. The flavors get represented with the cupping notes shown on the label as an imprint of the real flavor. For me specialty coffee is a very sensual product. As a graphic designer I really love clean and plain design. But presenting our coffees in this way did not feel right. I did something I usually don't do in design: Using lots of colors! Because my taste sensors are connected to colors and when I drink a fantastic coffee I feel and see an explosion of color aromas on my inner eye. I think showing this in an artistic and subtil way like on our packaging gives the customer a very intuitive chance to choose her or his favorite coffee.
