Interview about Reshock Coffee Product Packaging, winner of the A' Packaging Design Award 2023
Reshock Coffee is a Taiwanese brand from Chiayi County. The founder selects good quality coffee beans that is grown in Ali Mountain, and introduces them to the world. The design of Reshock Coffee is inspired by the beauty of sunrise view at the mountain. The logo illustrates the atmosphere of this beautiful vibes. The gift box presents the journey of sunrise expression, and the inner packs show the nature and culture elements from these enormous land. By unboxing the box, you could not only taste this good quality coffee but also experience this impressive sunrise moment from the mountain.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe appearance of the packaging design is inspired by the concept of a sunrise. We hope that this packaging structure will echo the idea of the sun rising, allowing consumers to experience this atmosphere. Upon opening the box, they will see a landscape representing the flora and fauna of Ali Mountain, immersing them in the beauty of this land.
It is thanks to this beautiful land and rich biodiversity that high-quality crops can be cultivated. These coffee beans have grown in such a pristine natural environment, and I hope to convey the beauty of this place so that consumers can truly appreciate the quality of the coffee beans.
I hope that each variety of coffee bean and its packaging will provide consumers with a delightful unboxing experience. To achieve this, we designed the packaging so that all items are displayed in an open layout, creating a rich visual experience. Since the packaging is relatively large, we reduced its thickness to improve efficiency in stacking and shipping. In this way, we aim to strike a balance between visual appeal and practical functionality.
Ali Mountain’s sunrise is one of the must-visit attractions for tourists and is often the public’s first impression of Ali Mountain. We hope to leverage this iconic image to strengthen the connection between Ali Mountain and our brand, emphasizing that all Reshock Coffee products originate from this land.
When we visit Ali Mountain, the natural flora and fauna surrounding us not only represent the unique characteristics of the area but also enrich the story of this land. It is because of these beautiful elements that the crops here can thrive. I hope that when consumers enjoy our coffee, they can appreciate the design on the packaging and feel connected to this precious natural environment. In this way, as they savor the coffee, they can immerse themselves in a truly delightful experience.
These coffee beans are packaged in sealed sachets to ensure that, even after grinding, the fresh flavor and quality are preserved. The unique drip bag design allows consumers to brew the coffee after opening, enabling them to fully enjoy the high-quality coffee beans at their best.
The drawer-style design is a key feature of this packaging, as we wanted a strong visual experience that echoes the feeling of a sunrise. For this reason, the box opens from its longer side. We needed to ensure that consumers can open the box smoothly and evenly, so we created numerous prototypes to test it, working closely with the printing factory to refine the box structure and die-cutting template. This collaborative effort allowed us to perfect the design, ensuring it functions flawlessly.
Many tourists are unaware that Ali Mountain produces coffee beans, and even fewer know that the quality here rivals that of many famous coffee-growing regions. With this high-quality, story-driven packaging design, we aim to introduce consumers to this exceptional product. When consumers resonate with the packaging and feel a connection to the story it conveys, they’re more likely to appreciate and purchase the product—at that point, our design has achieved its purpose. Through the allure of the design, we hope to introduce consumers to our product: the high-quality coffee beans from Ali Mountain.
Union Atelier is a professional branding design company. Throughout the design process, they continually consider the connection between Reshock Coffee and Ali Mountain, while adopting a consumer-oriented approach to find designs that are both attractive to consumers and exude quality. Ultimately, it is through consumer support that the product and its story can be promoted. During the collaboration, the designers kept exploring representative design language to interpret this project, conducting numerous trials and experiments. They ultimately chose the theme of "sunrise" to perfectly showcase the design, creating a work that is both rich in storytelling and commercial appeal.
Taiwan is actually home to many high-quality coffee beans, as there are numerous regions here that are ideal for coffee cultivation. However, many consumers are still not familiar with these excellent coffee products. Through the transmission of this story, we hope to help consumers connect with and resonate with the land, allowing them to recognize the high quality of Taiwanese coffee beans and, ultimately, begin to savor their exceptional flavor.
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