Excelencia Mahinga Matua: Whakatakotoranga Kawhe nā Tipz

Ko te hoahoa Excelencia Mahinga Matua: Whakatakotoranga Kawhe nā Tipz he kaitoa whakahirahira o te 2026 A' Design Award Rino i te Wāhanga Whakataetae Hoahoa Takai.

RinoTakai· 2026

Excelencia Mahinga Matua: Whakatakotoranga Kawhe

nā Tipz

Kiritaki: Guardiao

Kaitoa o te A' Design Award Rino i te Wāhanga Takai

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Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #181276

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Excelencia Mahinga Matua: Whakatakotoranga Kawhe

Kuputuhi Pukapuka: E whakamahi ana te whakatakotoranga kawhe Guardiao Excelencia i tētahi reo ataata i puta mai i te whakaahua o tētahi anahera kaitiaki. Ko te tāpaepae iti i te taha o waho e whakaahua ana i te tauira parirau tiaki ki te āhua whāwhā, e pōwhiri ana i te whakaurunga ā-tinana i mua i te whakatuwheratanga o te ipu. He tapahi rino āhua parirau tōtika e tautuhi ana i te paepae whakatuwhera, e huri ana i te mahi whakauru hei tikanga āta whakaaro. Ko tētahi hiiri koura wera i te mata o mua e tohu ana i te whakanuitanga o ia kaihanga takitahi. Ko te whakapiringa mātā aromiro pāwhiri ngohengohe puta noa i ngā mata katoa e whakapakari ana i te kounga rawa me te whakarite i te rerekētanga ki te tāpaepae hanganga.

Te Whakamihi

Mō te A' Design Award Rino

Ko Excelencia Mahinga Matua: Whakatakotoranga Kawhe te toa o te A' Design Award Rino, he whakaaetanga whai mana e hoatu ana ki ngā hoahoa pai e whakatutuki ana i ngā hiahia ngaio me te ahumahi e tūmanakohia ana mai i ngā mahi kua hoahoatia pai. Ko ngā toa Rino e whakaatu ana i te pukenga nui, te tohungatanga teitei, te māramatanga mātanga me te kaha auaha o ō rātou kaihanga. E tūmanakohia ana ko Excelencia Mahinga Matua: Whakatakotoranga Kawhe he mahi whakanuia, whakamīharotia, aroha nui, he whaihua, he auaha hoki. Ko tēnei hoahoa i toa i te Rino e whakakotahi ana i ngā tikanga pai rawa o te ahumahi, ā, he āhuatanga hangarau pūkenga tōna e hono ana ki te mōhio me te pūmanawa. E whakahonoretia ana a Excelencia Mahinga Matua: Whakatakotoranga Kawhe mō tōna tōtika, ā, i hoahoatia hei whakapai ake i te kounga o te oranga me te āwhina i te ao kia pai ake.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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%.
Inenga & Pēketanga: 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.
Tūtohu: Coffee Packaging, Conilon Coffee, Specialty Coffee, Embossed Packaging, Brazilian Coffee, Archangel, Cooperative, Premium Packaging, Sensory Design, Producer Recognition
Hangarau Whakanao: 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.
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: The project was developed in Vitoria, Espirito Santo, Brazil. The designed packaging was launched commercially in March 2025.
Rerenga Mahi: 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.
Ngā Mema o te Rōpū: Creative Director: Ricardo Montenegro
Creative Designer: Mateus Montenegro
Art Assistant: Gabriel Mendes
Copywriter: Ian Fassina
Whakamana Whakaahua: 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