Long Miles Coffee
Designer | The Lev Co - Jenn Meade & Maria Meade
Location | Raleigh, USA
Launch Date | 1 November 2023
Long Miles Coffee partnered with The Lev Co to design a box for their hallmark annual Private Auction. A collection of exclusively chosen single-day nano-lots that represent the best coffee Long Miles has to offer.
Our mission was clear: design an immersive unboxing experience that invites green coffee buyers on a sensory voyage through Burundi's terroir. Recognizing Long Miles' commitment to sustainability, we opted for eco-friendly materials and the outer box doubled as the shipping box.
In strategizing the map, we illustrated landmarks that allowed travelers to visualize the surrounding areas to curate a comprehensive understanding of the coffee-growing landscape of Burundi. Each hill was assigned a specific color based on its cup profile and doubled as pinpoints on the map, concealed beneath scratch-off layers. Each interior box featured colored labels that corresponded to the map's pins preventing samples from getting lost on cupping tables. To aid the traveler, each set included a Burundian coin to serve as a tool for revealing the sample box colors and to be a keepsake.
For the interior, we designed a card stock insert to serve as a "introductory message" and a clever way to conceal the colors of the sample boxes, with a subtle reveal to build anticipation. The insert also featured instructions for using the coin, captivating stories about each hill, and guidance on how to sign up for bidding on the coffees. This thoughtful inclusion added depth, keeping the audience engaged from the moment they opened the box to the moment they decided to bid.
