Brand Design
Taylor Tuteur Spring 2017 Florence, Italy
VisualResearch & Inspiration
Examples of coffee packaging
Concept Sketches
I wanted to convey un-pretentiousness while recalling the coffee bean, coffee cup, or coffee maker. I also played with the silliness of the name and puns.
Initial digital exploration
Second round of digital exploration
I wanted to reel it back in and make the logo less goofy looking. In critique, we discussed how my logo should get at more than just being fun and easy. One thing that was brought up was adding the focus to the origins of the different flavors.
In picking this particular typeface, I chose to let the logo be simple and let the illustrations on the individual bags be the more unique aspect of the packaging. The stencil-esque look of the letters recalls shipping crates. Deciding that having a literal coffee bean in the logo would be hitting you over the head more than I needed, I decided that only the o’s in the word “cool” should have the lines through it, for both a simplified stencil and an abstracted coffee bean.
Patterns
Initial iteration of the pattern for the flavor, Gostoso, from Cerrado, Brazil.
Final elements of the Brazil pattern with update color scheme. I cut out the soccer ball, statue, and flag, and only drew naturalistic -flora and fauna- elements.
Pattern elements from the second flavor, Black Powder, from Yergacheffe, Ethiopia.
Collateral
Versions of a print card included in each box, with instructions for brewing and information on each flavor.
BREWING GUIDES A coffee subscription service
Packaging
GOSTOSO Cerrado, Brazil net wt 12 oz (340g)
roast qualities notes
medium low acidity full body chocolate caramel earthy
The Cerrado region is located in the south western part of the Minas Gerais state, a region famous for its homogenous climate, altitude, and coffee. The cherries are picked at the best stage of their maturation, which allows the beans to absorb as much sweetness as possible.
Front and backs of first itrations of the bag before I used an outline to distinguish the boxes from the background.
GOSTOSO
GOSTOSO
GOSTOSO
Cerrado, Brazil net wt 12 oz (340g)
Cerrado, Brazil net wt 12 oz (340g)
Cerrado, Brazil net wt 12 oz (340g)
Iterations of the outlined box with different colors of the titular elements.
Packaging Final
French Press coffee
GOSTOSO Cerrado, Brazil net wt 12 oz (340g)
roast qualities notes
medium low acidity full body chocolate caramel earthy
The Cerrado region is located in the south western part of the Mina s Gerais state, a region famous for its homogenous climate, altitude, and coffee. The cherries are picked at the best stage of their maturation, which allows the beans to absorb as much sweetness as possible.
French Press coffee
BLACK POWDER Yirgacheffe, Ethiopia net wt 12 oz (340g)
roast qualities notes
light clean bright acidity floral citrus coconut
Yirgacheffe is a micro-region within the Sidama region in southern Ethiopia, which is considered the birthplace of coffee. As with other coffees from this region, Yirgacheffe coffees have a fruity flavor profile and a bright, floral aroma thanks to wet-processed beans cultivated at high elevations.