Coffee Break

Brief

LOGO • PACKAGING

Coffee Break Inc. is a provider of unique gourmet coffee flavors from different parts of the globe. They offer coffee not found in your average café and market their products at premium price in specialty coffee shops. The chosen target demographic was cultural tourists; individuals who like to travel the world to appreciate different cultures, history, and the natural environments in which they live. Coffee Break’s products are intended to be a gateway for them to connect with the world even when they are not traveling.

Logo

The logo design incorporates graceful branches emerging from an abstract coffee bean. These branches resemble a sort of plant or tree, representing growth of one’s cultural experiences, and form an implied circle, representing the coffee’s ability to connect the consumer with the globe.

Packaging

Cultural tourists tend to be young, educated, and wealthier than the average person, so the package was styled in a simple, sleek, modern look. The front side features abstracted forms inspired by the landscapes of each flavor’s country of origin, which includes the slope of Mount Kilimanjaro, a Hawaiian seashore, and Yemen’s highlands. These were framed in rectangular “windows” whose contours get broken to show that you are entering that landscape. The side patterns were inspired by art from each culture, such as Tanzanian Tingatinga painting, traditional Hawaiian textiles, and mosque tiles. Each bag comes with a story about coffee culture as it relates to each location.