Doncafé released a new product range in the premium retail coffee beans segment that needed a new package design concept. The range was supposed to be differentiated from the current one, as to better enhance its market position and have shelf stand out in an extremely competitive market.
First, we decided to assign a name for the new range and thus, we settled on Home Barista, which strengthens and clarifies its addressability.
The clean black background is complemented by the 3D rendering of the coffee machine, used also as support for product information. Each coffee suggestion on the front of the package design was realized in partnership with a specialized photo studio in order to emphasize the fresh prepared look and feel. Moreover, the concept was further declined on the back label as to create a cohesive and integrated package design.
