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Branding

Packaging

Grand Coffee Co. sells premium coffee in single serve bags.

Each coffee bag is similar to a tea bag, which people can place into a cup and pour hot water into to release the flavour.

They developped a new range of premium coffee bags called Escape. Each flavour in this range is made with luxurious coffee beans and has been designed to taste like a different holiday destination.

I was tasked to design the logo of the new range as well as the design of the packaging. 

The brand wanted to stand out from its competitors and have a unique “out of the box” design.

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Log concept

Logo concept

The entire concept of Escape is based on making the senses travel. Because of this, I wanted to represent steam, which for coffee, is the first glimpse at flavour that the consumer gets, and expand this concept throughout the packaging.

Escape’s logo represents steam flying away (to the various destinations), with bold, lower cap writing on top. 


The idea is to convey the strong flavour of the coffee through the type, while exploring the subtle, dreamy feel of travelling through the steam at the back.

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Isolated mark

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Icon

Wordmark

Typography

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

1 2 3 4 5 6 7 8 9 0 @ $ % & ()

Gadugi

Friendly, confident, bold yet supports the relaxing feel of the brand

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Typography
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Visual concept

Visual concept

The identity of the brand is based around steam, the visuals represent an abstract vision of the locations, as if perceived through a dream, or a wall of steam. 
The colours are associated with the destinations and are meant to be impacting and different from what other brands offer. 

The visuals bleed through the packaging, creating an item that is convenient and beautiful to use and display around the house, while being convenient to carry around.

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