Challenge
Create a product that allows everyone to find their favorite coffee flavor (espresso, cappuccino, mocha, latte, americano).
Solution
We started with Arabica coffee and visualized five different coffee drinks by connecting them to each other. We decided to separate the ingredients by turning them into colors. We then illustrated them in the form of a desert. We solved the problem of visualizing different types of coffee by transforming the desert landscape into corresponding color pieces. The coffee water was depicted as a clear blue sky, the chocolate as desert cliffs, the milk as light feathery clouds, and the foamed milk as a denser cloud formation. Camels and small oases further reinforce the desert association. To show the different types of coffee separately, we created a window. By rotating the window, you can see the different layers of each coffee drink. The concept of the desert itself inspired the name of the packaging. The distorted layers and wet technique are reminiscent of a desert mirage.
Mirages are optical illusions that people experience in the desert due to severe thirst
We applied this idea to the packaging by transforming it into a severe craving for coffee. The visual elements in the packaging highlight Arabian culture through the use of calligraphy, rhombuses, the window, and colors. As a result, the packaging becomes a window through which you can find your favorite coffee aroma in the desert. Spin it around, wander through the desert, and find your flavor.
Here are some additional details about the packaging
Credits
Agency: Formascope
Client: Mirage
