Smiley Coffee
We wanted the design to make Smiley Coffee feel timeless, familiar, and emotionally positive—like a classic pantry staple that has always existed. The goal was to turn an everyday coffee ritual into a small moment of optimism, while creating packaging that feels collectible, memorable, and worthy of being kept.
The design was inspired by the heritage of the original 1972 Smiley and its message of spreading positivity. Visually, we referenced 1970s European design, nostalgic pantry goods, and vintage household products, using period-inspired colors, simple forms, and classic typography to create a sense of authenticity and lasting appeal.
The packaging was designed with material efficiency and longevity in mind, while at the same time we approached sustainability differently. The minimal structure avoids unnecessary components, while the outer box was intentionally created as a keepsake-quality piece—designed to feel collectible and memorable, encouraging customers to keep it as a collectible rather than discard it. The design focuses on simplicity, durability, and emotional value, helping to reduce excess material and extend the life of the packaging through continued use.
