ITALIAN COFFEE BRAND POUCH DESIGN, ITALY

Lucaffe Premium Coffee Stand Up Pouch Design

A journey from a small artisan coffee roaster to significant coffee suppliers in Italy and now the entire world; it’s the passion and potency of Gian Luca Venturelli who leads the venture to become the global leader in the coffee industry.

Established in 1996 on the shores of Lake Garda, Italy, Gian Luca’s business developed, together with his coffee philosophy. With the practicality and product advertising support, Lucaffee brands and products are now available in more than 45 major countries.

Being a global brand having a reputed patrimony, the brand has always realized the importance of packaging design. But this time, as the distinguished brand accomplishes its glorious 25 years, the Lucaffee brand approached DesignerPeople with the proposal of instigating a modern and inventive icon celebrating their silver jubilee.

Challenge

• To give life to the existing packaging to make it glance fresh.
• As the packaging colour and format were familiar to the customers, creating designs within the limitations was challenging.
• To sustain an effectual changeover of brand identification and consumer relationship towards the brand while substituting the packaging.
• The brand is recognized worldwide; therefore, choosing the font, colour, and designs must be created following global acceptance.
• To properly position and highlight the content in a clear and crisp form within the limited size.

Solution

• We merit the traditional rich inheritance of the brand by designing the package with humour elements and a hopeful prospect of life with coffee.
• Displaying the brand logo with 25% space in packaging typifies the vanquishing game for the 25-year aged brand and the design of the packs.
• Retaining the international trade of the product in mind, we endeavour to render the most hallowed ITALIAN frolic culture in the packaging.
• We did not disrupt its existing colour to retain the brand image, but we made significant changes in the fonts and the images, making the packaging reach the next level.
• Properly positioning the content and the yellow gradient helps display the packaging more clearly.