Tipz ᱨᱮᱱᱟᱜ Cafe Guardiao ᱠᱚᱯᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2026 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱯᱮᱠᱮᱡᱤᱝ· 2026
Cafe Guardiao ᱠᱚᱯᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ
Tipz ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Cooabriel
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#181277 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Cafe Guardiao ᱠᱚᱯᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱠᱟᱯᱷᱮ ᱜᱩᱟᱨᱰᱤᱟᱳ ᱫᱚ ᱢᱤᱫ ᱵᱨᱟᱡᱤᱞ ᱨᱮᱭᱟᱜ ᱠᱳᱚᱯᱟᱨᱮᱴᱤᱵᱽ ᱦᱚᱛᱮᱛᱮ ᱛᱮᱭᱟᱨᱟᱠᱟᱱ ᱢᱤᱫ ᱯᱨᱤᱢᱤᱭᱟᱢ ᱨᱚᱥᱴᱮᱰ ᱟᱨ ᱜᱨᱟᱣᱩᱸᱰ ᱠᱚᱯᱷᱤ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ ᱾ ᱱᱮᱞ ᱪᱤᱱᱦᱟᱹ ᱫᱚ ᱢᱤᱫ ᱟᱨᱠᱮᱸᱡᱮᱞ (ᱢᱟᱨᱟᱝ ᱫᱩᱛ) ᱪᱤᱛᱟᱹᱨ ᱛᱮ ᱛᱤᱸᱜᱩ ᱟᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱮᱱᱜᱽᱨᱮᱣᱤᱝ ᱥᱴᱟᱭᱤᱞ ᱛᱮ ᱚᱞ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱵᱟᱸᱪᱟᱣ ᱯᱷᱮᱰ (ᱰᱮᱱᱟ) ᱠᱚ ᱫᱚ ᱢᱩᱬᱩᱛ ᱜᱽᱨᱟᱯᱷᱤᱠ ᱮᱞᱤᱢᱮᱱᱴ ᱠᱟᱱᱟ ᱾ ᱠᱮᱴᱮᱡ ᱴᱟᱭᱤᱯᱚᱜᱽᱨᱟᱯᱷᱤ ᱛᱮ ᱟᱹᱠᱷᱨᱤᱧ ᱡᱟᱭᱜᱟ ᱨᱮ ᱢᱤᱫ ᱯᱷᱟᱨᱪᱟ ᱱᱮᱞ ᱦᱟᱭᱟᱨᱟᱨᱠᱤ ᱛᱮᱭᱟᱨᱚᱜ ᱠᱟᱱᱟ ᱾ ᱢᱤᱫ ᱞᱮᱵᱮᱞ ᱵᱮᱸᱰ ᱨᱮ ᱨᱚᱥᱴ ᱞᱮᱵᱷᱮᱞ, ᱠᱳᱚᱯᱟᱨᱮᱴᱤᱵᱽ ᱡᱟᱱᱟᱢ ᱡᱟᱭᱜᱟ, ᱟᱨ ᱒᱐᱐ ᱯᱨᱚᱛᱤᱥᱚᱛ ᱥᱟᱯᱷᱟ ᱠᱚᱱᱤᱞᱚᱱ ᱢᱮᱱᱟᱜ ᱠᱟᱛᱷᱟ ᱚᱞ ᱟᱠᱟᱱᱟ ᱾ ᱠᱨᱟᱯᱷᱴ ᱟᱨ ᱢᱮᱴ ᱞᱮᱢᱤᱱᱮᱴᱮᱰ ᱥᱟᱵᱥᱴᱨᱮᱴ ᱨᱮ ᱯᱷᱞᱮᱠᱥᱚᱜᱽᱨᱟᱯᱷᱤᱠ ᱪᱷᱟᱯᱟ ᱛᱮ ᱯᱮᱠᱮᱡ ᱨᱮ ᱢᱮᱴ ᱯᱷᱤᱱᱤᱥ ᱟᱨ ᱡᱩᱭ ᱛᱮ ᱟᱴᱠᱟᱨᱚᱜ ᱞᱮᱠᱟᱱ ᱪᱮᱛᱟᱱ ᱧᱟᱢᱚᱜ ᱠᱟᱱᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Cafe Guardiao ᱠᱚᱯᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Cafe Guardiao ᱠᱚᱯᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- Cafe Guardiao is a premium roasted and ground coffee packaging redesign for Cooabriel, the largest conilon coffee cooperative in Latin America. The new identity, anchored by the archangel Sao Gabriel and its protective wings, communicates purity, origin, and quality. The matte finish and bold typography ensure standout shelf presence, differentiating the brand from mass-market competitors.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- This package is 110 mm wide, 60 mm deep, and 220 mm tall.
- ᱴᱮᱜ ᱠᱚ
- coffee packaging, conilon coffee, cooperative branding, product redesign, brand repositioning, matte packaging, food packaging, Brazilian design, premium packaging, point of sale
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The packaging was developed through a structured brand strategy process followed by visual identity design. Flexographic printing on kraft and matte laminated substrates was employed to achieve the premium matte finish. Illustration work combined engraving-style line art with typographic hierarchy, producing tactile and visual differentiation at the point of sale.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The central challenge was repositioning a coffee variety historically linked to low quality. Conilon carries market stigma even in its producing region, and a prior launch had failed, leaving negative brand memory among buyers. The redesign required a complete visual break from that history while remaining authentic to its cooperative origin. Mass-market shelf pressure demanded bold differentiation. Matte lamination and substrate selection required sampling to ensure print fidelity within costs.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- Applied qualitative research. Objective: identify barriers to purchase intent for Conilon coffee and define a visual positioning capable of sustaining a premium price. Method: immersion at the Cooabriel cooperative, shelf audits in supermarkets across Greater Vitória, and interviews with directors, cuppers, and retail partners. Results: the Traditional line increased 45 percent in sales volume, and Extra Forte increased 17 percent. The new packaging enabled access to retail chains previously closed to the brand.
- ᱯᱨᱮᱨᱚᱱᱟ
- The inspiration emerged from a deep immersion in the cooperative and its values. The archangel concept - a guardian watching over the beans, the farmers, and the consumer - became the brand soul. Conilon coffee carries historical stigma; the design sought to overcome this through visual nobility, celebrating the unique characteristics of this 100 percent pure Brazilian coffee variety.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project was developed in Vitoria, Espirito Santo, Brazil. The new packaging was launched in January 2025.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The packaging communicates directly at the point of sale, guiding the consumer through a clear visual hierarchy: the archangel illustration creates an immediate emotional connection, the bold product name confirms variant identity, and the label band delivers key quality claims - 100% pure conilon, cooperative origin, and roast level. The matte finish invites physical interaction, reinforcing a premium tactile experience. The design rewards closer inspection, building trust and purchase intent progressively.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director: Ricardo Montenegro Pessanha
Creative Designer: Mateus Matos Montenegro
ᱥᱯᱚᱱᱥᱚᱨᱰ
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