Interview about Meer Instant Coffee Packaging, winner of the A' Packaging Design Award 2023
The packaging design of a new-to-market product is not only about the art of design but also about the art of understanding the customers' minds and standing out on the shelves against competitors. Having these nuances in mind, the Meer packaging design has taken the final product texture into illustration to stimulate and engage all the senses of coffee lovers. Also, the layout and unconventional font size play a significant role in attracting consumers to the product. This design is created with the hope of making serious change on the beverage shelf of the stores.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsCoffee is a high-involvement purchase product, where consumers are susceptible to the brand, they choose due to their sensitivity to flavor and aroma. They are often reluctant to try unfamiliar products. In MEER design, I showcased a high-quality texture of professional-grade coffee. Such imagery evokes the sensation of premium coffee's aroma and taste in the consumer’s mind, encouraging them to explore, purchase, and enjoy the product.
Gaining deep customer insights was pivotal. Conversations with avid coffee enthusiasts revealed that what truly tempts them to enjoy coffee isn’t the image of a mug or coffee beans but rather the texture and aroma of the coffee itself. This understanding inspired me to depart from traditional motifs and focus on elements that resonate more profoundly with the sensory experience of coffee.
Much of this time was dedicated to research and in-depth discussions with seasoned coffee drinkers to uncover valuable consumer insights. Additionally, considerable effort went into perfecting the photography techniques and crafting the imagery to ensure that the visuals effectively balanced aesthetic appeal with the functional requirements of representing 15 SKUs and 5 distinct flavors.
Nothing guides consumers in their decision-making process like clear readability of the product name and details. This principle is inspired by techniques often employed in designing graphic elements for public wayfinding systems—simple, bold, and legible. By applying this approach, the typography and layout were crafted to ensure the product commands attention while effortlessly communicating key information, enhancing its shelf presence and appeal.
The visual solution focused on leveraging typography to achieve dual objectives: standing out among competitors on the shelf and ensuring easy readability of the brand name. I believe this design fulfills its role effectively in creating a strong first impression. However, building deeper brand recognition with consumers requires complementary efforts through point-of-sale advertising and other communication activities.
As I mentioned earlier, the creative process for packaging design begins with a thorough understanding of the brief and deep insights into the target audience. The idea of incorporating texture into the Meer Instant Coffee packaging emerged directly from these research findings. By focusing on texture elements, we aimed to evoke a sensory experience that connects with the consumer's expectations and preferences, enriching the overall interaction with the product.
For the Iranian market, coffee is seen as a non-native product. It’s rare to encounter coffee packaging in Iran that incorporates unique local references in its design. However, what truly matters to the Iranian consumer is differentiating a new product from an existing one. As mentioned earlier, local coffee packaging typically relies on mugs and coffee beans as primary motifs. The design, based on the texture of coffee and a distinctive typography, effectively creates this differentiation, making the product stand out while still maintaining universal appeal.
The overall design format, which combines photography and typography, provided the flexibility to adapt the design to different packaging sizes without compromising its integrity. Given the differences between the sachet and box formats, a uniform layout couldn’t be used across all sizes. However, the design had the potential to maintain its core spirit while adjusting the composition to suit each new format, ensuring visual consistency across the various packaging dimensions.
I believe the Meer Instant Coffee packaging is a design rooted in consumer insight. It was through a deep understanding of coffee drinkers that the initial idea of incorporating coffee texture came to life. I believe that uncovering a deep consumer need and addressing it in the design process in a way that meets this need can inspire other brands as well. I hope we will soon see packaging that doesn't just tell a brand’s monologue but engages in a dialogue with consumers.
Sensitivity, attention to detail, and a passion for the work were central to the process. In designing the Meer Instant Coffee packaging, it was crucial to present a visually appealing and accurate representation of the product. We worked with great care to capture and combine images or photograph the texture in a way that showcased the colors, bubbles, and foam on the coffee, ensuring that the pleasant sensory experience was effectively conveyed to the viewer. These technical choices played a key role in enhancing the overall impact of the design.
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