Highground Instant Coffee

Design: QNY Creative
Art Directors: Samantha Clemente, Ezio Burani
Creative Strategy: James Ferranti
Marketing Manager: Michelle Piaia
Graphic Designer: Ana Camero
Copy Writer: Valentina Robotti
Photographers: Regina Foster, Alexandra Graziano, Francesco Sapienza
Location: United States
Project Type: Produced
Client: World Finer Foods
Product Launch Location: Global
Packaging Contents: Coffee
Packaging Substrate / Materials: Outer Box: Cardboard / Packaging: Glass Jar

World Finer Foods wanted to launch their first line of Organic Instant Coffee products, emphasizing their Fair Trade production process, with a modern, bright and appealing feel.

Highground Instant coffee was born out of a need to finally provide an Instant Coffee product for the new consumer, who is health-conscious and looking to support a product that is truly sustainable throughout its entire manufacturing process.

QNY crafted bright, fresh packaging to reflect the environmentally conscious values of organic fair trade with a bold and fun edge. The new packaging is warm and eye-catching and beautifully espouses Highground’s ethos, with an intricate yet simple tropical touch.

We have created packaging that truly promotes its sustainable product, from the ground up.

What's Unique?
We wanted to reflect the organic concept through the usage of colorful and vibrant illustrations in a color palette inspired by nature and earth. We believe hand-drawn elements and typography reinforce the concept and make the packaging stand out from other coffee brands in the market. Instead of using plastic, we use glass for the packaging, respecting the environment and promoting sustainable practices while keeping the coffee flavor intact.