Coffee packaging has always been an interesting topic to discuss, and it’s often caught between hyper-minimal Scandinavian restraint and overly precious craft illustration. Myaizg, however, from Hellocean, is a refreshing argument for a third option. 

Each box gets its own color world, anchored by a collision of flat abstract shapes that tumble across the lower half of the box. The illustrations are all stacked and overlap without ever feeling chaotic, held together by a shared flatness and a color palette that shifts per box but always stays punchy and considered. The Myaizg wordmark sits at the top in a lightweight custom script with a wave-like rhythm, keeping the top of the box calm so the illustration can fully own the bottom half without the two competing. I wrote about the cigarette-inspired packaging trend in Shelf Life a few weeks back, and it’s interesting to see a coffee brand lean in so whimsically.