Excelencia Primarna funkcija: Ambalaža za kafu od Tipz

Dizajn Excelencia Primarna funkcija: Ambalaža za kafu od dizajnera Tipz je visoko cijenjeni dobitnik prestižne nagrade 2026 Željezna nagrada A' Design Award u kategoriji Dizajn Pakovanja.

ŽeljezoPakovanje· 2026

Excelencia Primarna funkcija: Ambalaža za kafu

autor Tipz

Klijent: Guardiao

Dobitnik nagrade Željezna nagrada A' Design Award u kategoriji Pakovanje

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Dizajn

O dizajnu Excelencia Primarna funkcija: Ambalaža za kafu

Tekst knjige: Ambalaža za kafu Guardiao Excelencia koristi vizualni jezik izveden iz ikonografije arhanđela čuvara. Reljefno utiskivanje niskog reljefa na vanjskoj strani prikazuje zaštitni motiv krila u taktilnom obliku, pozivajući na fizičku interakciju prije nego što se posuda otvori. Precizno rezanje u obliku krila definira otvarajući panel, pretvarajući čin pristupa u promišljeni ritual. Zlatni pečat izrađen vrućim utiskivanjem na prednjoj strani označava priznanje pojedinačnog proizvođača. Mat laminacija mekog dodira na svim površinama pojačava kvalitetu materijala i pruža kontrast strukturalnom reljefnom utiskivanju.

Priznanje

O nagradi Željezna nagrada A' Design Award

Excelencia Primarna funkcija: Ambalaža za kafu je pobjednik Željezne nagrade A' Design Award, prestižnog priznanja koje se dodjeljuje dobrim dizajnima što ispunjavaju profesionalne i industrijske zahtjeve očekivane od dobro dizajniranih kreacija. Željezni pobjednici pokazuju veliku vještinu, visoku specijalizaciju, stručno razumijevanje i kreativne kapacitete svojih stvaralaca. Očekuje se da Excelencia Primarna funkcija: Ambalaža za kafu bude visoko cijenjena, voljena i njegovana kreacija koja je praktična i inovativna. Ovaj dizajn koji je osvojio Željeznu nagradu A' Design Award integrira najbolje industrijske prakse i ima kompetentne tehničke karakteristike povezane sa znanjem i talentom. Excelencia Primarna funkcija: Ambalaža za kafu se poštuje zbog svoje temeljitosti i dizajniran je da pruži poboljšanja kvaliteta života koja pomažu da svijet postane bolje mjesto.

Iza dizajna

Press komplet

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: Guardiao Excelencia packaging creates a multi-sensory identity for premium Conilon. Low-relief embossing turns the guardian wings into a 3D texture on the surface, adding sophistication without extra ink. A wing-shaped die-cut forms the opening, while a gold hot-stamp seal honors each producer. Soft-touch matte lamination boosts contrast. After the Jan 2025 launch, Natural sales rose 50% and Fermented 30%.
Dimenzije i pakovanje: Package dimensions: 110 mm x 220 mm. Structured cardboard substrate. Exterior finish: soft-touch matte lamination. Surface treatment: low-relief embossing on wing motif panel. Opening mechanism: precision wing-shaped die-cut flap. Front accent: gold hot-stamp producer seal. Contents: roasted and ground conilon coffee. Two product variants presented in the same structural format: Natural and Fermented.
Oznake: Coffee Packaging, Conilon Coffee, Specialty Coffee, Embossed Packaging, Brazilian Coffee, Archangel, Cooperative, Premium Packaging, Sensory Design, Producer Recognition
Tehnologija proizvodnje: The packaging is produced in structured cardboard with soft-touch matte lamination applied to all exterior surfaces. The guardian wing motif is rendered through low-relief embossing without additional ink or foil, allowing the texture to communicate through light and touch alone. The opening panel follows a precision wing-shaped die-cut, which is a structural feature derived directly from the brand iconography. A hot-stamped gold foil seal is applied to the front face to mark individual producer recognition. All production processes are compatible with mid-run commercial printing.
Dizajnerski izazov: The primary challenge was overcoming established market perception of conilon coffee as an inferior variety. Designing credible premium packaging for a product with a historically stigmatized reputation required a strategy that was both visually grounded and commercially viable. The identity needed to stand apart from arabica-focused premium brands on shared retail shelving while remaining true to the cooperative's agricultural heritage. A secondary constraint was translating symbolic complexity, the archangel iconography and wing geometry, into production-feasible structural and print techniques at a mid-run scale.
Istraživanje: Qualitative research was conducted to understand consumer perception of conilon coffee within the premium specialty segment. Research objectives focused on identifying barriers to premiumization for this Brazilian variety and defining visual strategies to address them. Methods included field interviews with cooperative members and retail shelf observation. The archangel symbolism emerged from cultural and geographic immersion in the Espirito Santo region. Post-launch commercial data served as a quantitative measure of outcome, with the Natural variant recording a 50 percent sales increase and the Fermented variant a 30 percent increase.
Inspiracija: Inspired by Saint Gabriel the Archangel and the coffee lands of Saint Gabriel da Palha, Espirito Santo, Brazil, the name was chosen by a priest to declare that the region’s livelihood is blessed and protected. That belief becomes design: a pack that opens through wing-shaped flaps, a physical seal that unfolds to reveal the coffee and suggest protection from farm to cup. It elevates Conilon beyond commodity, celebrating traceable origin, craftsmanship, and local pride.
Trajanje projekta: The project was developed in Vitoria, Espirito Santo, Brazil. The designed packaging was launched commercially in March 2025.
Tok rada: The package is opened by lifting two lateral wing-shaped flaps that replicate the archangel wing geometry of the visual identity. This opening gesture functions as a structured ritual: the wings unfold outward, framing the moment of first access to the product. Before the package is opened, the gold producer seal on the front face communicates origin and individual recognition. The embossed wing surface and the soft matte finish invite tactile engagement throughout handling. The overall interaction is designed to slow the act of opening and increase perceived value at the point of experience.
Članovi tima: Creative Director: Ricardo Montenegro
Creative Designer: Mateus Montenegro
Art Assistant: Gabriel Mendes
Copywriter: Ian Fassina
Autorstvo slika: Image #1: Photographer Gabriel Mendes, 2025
Image #2: Photographer Gabriel Mendes, 2025
Image #3: Photographer Gabriel Mendes, 2025
Image #4: Photographer Gabriel Mendes, 2025
Image #5: Photographer Gabriel Mendes, 2025