Forastero coffee capsules

Agency: Dawn till dusk Studio
Graphic designer: Lisette Bahamonde
Packaging structural designer: Marina Orvañanos
Location: Ecuador
Project Type: Concept
Packaging Contents: Coffee capsules
Packaging Substrate / Materials: Cardboard
Printing Process: Digital printing

The brief for this project consisted in designing the packaging for a new fictitious brand of coffee capsules directed to the Reformers, a segment of the population that takes into consideration social responsibility and environmental sensibility when making purchase decisions.

Coffee capsules are the result of the industrialization of the coffee-making process, giving way to a slight discussion of practicality against artisanal made, causing the perception of the “dehumanization” of coffee.

Based on this approach, and under the premise that said target group values authenticity and ethical production over brands that only focus on profit, we developed FORASTERO, a range of single-origin coffee capsules aimed at the masstige market segment. The development of the concept and packaging seeks to attract the consumer's attention, through a powerful graphic composed of the faces of those who are behind each harvest, in emblematic places of coffee: Jamaica, Ethiopia, Java, Colombia and Nicaragua.

Our goal is to give exposure and recognition to the coffee farmers, with a graphic proposal that is composed of characters from each emblematic place, whose faces cannot be fully recognized, being a metaphor about how the buyer ignores the whole story behind each coffee production. This graphic intends to arouse the curiosity of the viewer and reflect on the human labor behind of it all.

What's Unique?
The structure of the package was created to avoid unused space and to economize the use of material, in turn enhancing the presence of the package on the shelf, since its vertical and unconventional structure helps it to stand out from other brands in the category. Also, the packaging was designed with a double functionality: when closed, it keeps the product safe and when opened, it can be used as a display for the capsules.