Interview about Proshot Coffee Package, winner of the A' Packaging Design Award 2022
The project shows the process of coffee production from planting to presenting the product. The creation of these imaginary giants and their nomadic tools is to support the environment and consumer awareness of the difficult stages of coffee production, as well as to support people who work hard to make this product and are not seen. These revolutionary coffee characters refer to the child-inside of humans and their imaginary world. The illustration is done with the watercolor technique. Using shiny parts in the print technique will allow the packages to be more seen.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsWhen the idea of communicating with the audience through a story came to my mind, I tried to build a bridge between this idea and the audience. For that, I created a character and wrote their story. Yes, they became the guardians of nature and I decided that they would tell the story to the audience. Because the giants had unique characters and no one had ever looked at the story of coffee from such a perspective in coffee packaging, it became interesting for the audience and the giants could speak for themselves.
The watercolor technique in drawing and painting is a free and liberated method. Colors have their expression. The captivating spots in the colors are beautiful and impressive. That is why I used this technique, as it was close to the main theme of the story. In the printing technique, I considered all the ornaments of the giants shiny to emphasize them more. The luxury of the giants, while being simple and primitive, is a tangible contrast in today's world. The confrontation between workers who endure great hardship for a luxurious world.
The richest products are always created with different difficulties and skills. The most valuable products must have gone through a difficult path to be different. The more industrialized the production, the cheaper the resulting goods are. The use of nomadic tools in the giants reflects this principle. This shows that the giants live in a world far from industry and technology and that the products they obtain with difficulty are very valuable.
To get the answer to this question, I will give a topic. I hope I can give a good answer. We live in a world where everything is created through the process of "feeling a need". When society is immersed in various issues, as a designer, I try to create a work with my creativity that is more visible and meets the visual and emotional needs of society. Laughter and good feelings have a great impact on the audience's understanding of your story.
When the movement trend of a product in the market is clear, a different path can always make you more visible. You should always appear in a way that others will talk about you. The difference in the vision and purpose of your message is not visible at first, but over time, this difference will open its way and will have its impact on the heart. Undoubtedly, there were many difficulties in implementing this idea, but when it comes to winning hearts, everything takes on a different color. This idea affects the viewer through the "inner child".
There are different ways to get the message across to the consumer. But you have to find a way. When you step into the human being, you can see a different imaginary world. All humans have this world. When a different story is created, a window opens in the audience where they find themselves in a part of that story. At that moment, no one pays attention to what they see but only follows the story and that strange world. This is a profound impact. That is where the story tells its narrative easily.
The chosen packaging is a normal form in the coffee packaging process. Its three-layer structure helps preserve the aroma and flavor of the coffee. However, the glossy packaging technique makes it more attractive and focuses the audience's attention on the design.
When I started researching the coffee process, I was looking for a way to get my message across to the audience. Using an industrial coffee production environment didn’t help. So I was looking for something that could have a big impact. Something that could tell the story in an exciting and different way. Creating a different character was the best tool. Something that didn’t exist before or was rarely seen. And those were the giants of Proshot Coffee.
Bringing these giants to life will be more impressive than their images. Each of the packages has a complete story and can convey multiple messages to the audience. Without a doubt, the animation of the giants will be very impressive. In addition, making different character figures of the characters, and designing mugs, keychains, T-shirts, etc. can be very effective in promoting the brand. Collecting them for a different collection will be very attractive. It can even be seen in terms of different age categories and branding can be expanded to different age groups. From small to large character figures.
In general, when a design with a clear story and a different and influential idea is seen on a global level, the theory arises in different industries that the packaging design process can play an effective role in the growth of the brand and its impact on the audience. Therefore, they will not be indifferent to it and will pay more attention to it in the future. But it will also have an impact on the coffee industry. Without a doubt, manufacturers will realize that the current trend in the market will not be the only way to communicate with the customer.
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