Caphe Coffee developed a new brand extension into the prepared RTD cold brew category. The result is an aluminum can, designed by Widarto Impact, that’s refreshing and continues with the brand’s playful identity. Through the well-known, bold illustrations and simple yet delightful typography, the packaging design becomes an encapsulating visual experience while also pushing the limits of what RTD cold brew beverages can exist as on the shelves.
With these challenges, of course, a special approach strategy is needed to make cold brew more acceptable to coffee connoisseurs in Asia and the Middle East.
Caphe Coffee wants to develop cold brew to expand its product line. While maintaining the character of the brand identity, Eko Widarto as the Creative Director of this project wants to present Cold Brew as something fun to have and consume.
While maintaining simplicity, the team combined the character of Caphe Coffee’s identity with bold yet fun typography. We want the purpose of the packaging design to be able to convey emotionally to the audience. Considering the length of time people pass through shelves or on social media is no more than 4-5 seconds. If the visual appearance of the packaging is not able to attract the attention of the audience, then the possibility of the product failing in the market will be even greater.
Each cold brew flavor variant is distinguished by the writing on the packaging, also supported by the color silhouette on the hand as a representation of the satisfaction of the coffee taste.
The visual identity of Caphe Coffee has become its own character, therefore it must be maintained to communicate the competitive value of the brand and the selling point of the brand.
