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Robusto

by Elizabeth Freeman on 11/12/2015 | 2 Minute Read

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Did you know the robusta coffee beans have double the amount of caffeine and more antioxidants than arabica coffee beans? When you come across a brand of coffee that is simply named “Robusto” you can pretty much assume that pot of coffee will be strong and hardy.The Berlin design firm TREU was presented with developing a brand identity for Robusto’s line of packaged coffee beans. Their concept was to create packaging that was as simple as the coffee itself - black and strong. The beans come in a glossy black bag with all the product’s messaging in a high contrast white. Sitting at the top of the package is the typeset Robusto logo mark. The logo is framed within a white block with a strong pointed end leading the consumer's eyes down to the messaging. Although the messaging is brief, it sums the product up in three words: “Strong Untraditional Black.”

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“We have tasted a lot of different beans and roasts, the result was the stronger *robusta bean* which *brings* us back the taste of traditional coffee.”At first glance the entire design appears to be created in a simple black and white color palette, but peeking out from the side is a single spot of bright orange. The orange pop is a small warning symbol, letting the consumer know they are about to purchase a bag of “Strong Coffee.” Possibly this detail is added for the non-English speaking demographic because it seems pretty apparent to me from the minimal amount of copy on the rest of the packaging that this is STRONG stuff. Be ready for a rich, full bodied and robust experience when you crack into this package of coffee beans.

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Designed by TREU

Client: Robusto Berlin

Country: Germany


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