Professional cyclist Lachlan Morton is passionate about coffee, just like many other cyclists.

But preparing coffee on a long ride or a quick break can be a problem. Brewing equipment and ground coffee can take up space. Instant coffee is easy to pack and lightweight, both great for cyclists and other types of adventurers that need to keep it minimal. Morton sensed he wasn’t the only adventurer needing a packable instant coffee that tastes great, and he launched Pretty Great Coffee.

Designed by agency Bulwild, packaging for Pretty Great is light and compact. The box of five servings is a flip-top box resembling a cigarette hardpack. Each serving gets placed inside a sachet labeled “Pretty Great” in its exquisite typography, but you’ll also find it on the outer packaging.