Cafe Guardiao 咖啡包装

设计师： Tipz

客户: Cooabriel

包装类别A' Design Award 铜奖获奖者

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验证 #181277 的获奖状态

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设计作品

关于 Cafe Guardiao 咖啡包装

Cafe Guardiao 是为巴西一家合作社出品的优质烘焙研磨咖啡所做的包装设计。视觉识别以一幅版画风格绘制的大天使插画为核心,张开的守护之翼构成主导性图形元素。粗犷有力的字体设计在销售终端营造出清晰的视觉层次。标签色带标注了烘焙度、合作社产地以及100%纯康帝伦(conilon)咖啡豆的成分信息。采用柔版印刷工艺,印制于牛皮纸与哑光覆膜承印material之上,赋予包装哑光质感与富有触感的表面。

荣誉认可

关于A' Design Award 铜奖

Cafe Guardiao 咖啡包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Cafe Guardiao 咖啡包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Cafe Guardiao 咖啡包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: This package is 110 mm wide, 60 mm deep, and 220 mm tall.
标签: coffee packaging, conilon coffee, cooperative branding, product redesign, brand repositioning, matte packaging, food packaging, Brazilian design, premium packaging, point of sale
生产技术: 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.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: The project was developed in Vitoria, Espirito Santo, Brazil. The new packaging was launched in January 2025.
操作流程: 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.
团队成员: Creative Director: Ricardo Montenegro Pessanha
Creative Designer: Mateus Matos Montenegro