Interview about Espresso Coffee Branding, winner of the A' Packaging Design Award 2024
Coffee packaging requires special design due to the great competition. The research carried out based on the color coding of espresso, gave Sottos Family an aesthetically different image on the packaging. Thus, the color palette of the packaging defines the coffee blends, leading the consumer's consciousness to combine color with the corresponding taste and aroma. The study was developed in depth taking into account the development of regional materials that highlight the Sottos Family espresso coffee brand.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe strategic color coding in the branding of Sottos Family Espresso Coffee packaging emerged from a combined analysis of the aesthetic demands of the coffee industry and consumer psychology to create a strong visual language that appeals to both industry professionals and consumers. The dominant black color serves as the foundation of the design, emitting a sense of quality, elegance, and power, and is ideal for conveying the strictness and tradition of espresso.The choice of complementary colors—blue, red, and orange—was based on psychological characteristics that enhance consumer experiences and strengthen the recognition of each coffee type.• Blue (Linea Blue): Blue is associated with calmness and seriousness. It is the color of trust and quality, which matches the need of coffee professionals for products that promote stability and reliable quality. The use of blue in Espresso Blue creates a sense of freshness and purity.• Red (Linea Rossa): Red is a dynamic color that activates action and energy. In the case of espresso, red reflects the intensity and strength of the coffee, providing a sense of passion and bold flavor often characteristic of espresso. Additionally, red is a color that grabs attention and ensures immediate recognition.• Orange (Linea Crema): Orange combines the warmth of red with the pleasant feeling of yellow, evoking positive emotions and excitement. It is the color of friendliness and creativity, giving the Crema series a softer yet equally intriguing sense, associated with the flavor and creamy texture of the coffee.This color coding strategy was based on extensive consumer preference research to create a series that is both aesthetically pleasing and psychologically attractive to coffee professionals. The black color acts as a neutral base, allowing the other colors to stand out, while the strong contrast enhances the design’s dynamics and facilitates recognition of each coffee type.
The artistic interpretation depicted in the linear pattern of the espresso cup with the aroma diffusion stemmed from the desire to capture the coffee-making process in a way that incorporates both the product experience and the history of the Sottos family, which has 50 years of experience in coffee production and packaging.The espresso cup is the starting point for consuming the coffee, and its depiction with the aroma "bursting" from the top is a visual representation of the experience Sottos coffee offers: an experience that starts with preparation, emerges through the aroma, and culminates in the enjoyment of taste. The aroma diffusion pattern acts as a symbolic element linking coffee with the sensory and quality experience, embodying the excellence and tradition the Sottos family has in the coffee industry.The linear design with aroma diffusion is not just an artistic rendering but also highlights the philosophy behind the product. The creation of the emblem exudes a sense of movement and flow, alluding to the dynamic and ongoing development of the family business over the decades. At the same time, the aroma shape refers to the importance of innovation and evolution in branding, combining the company’s long-standing expertise with a desire for continuous renewal and creation of experiences that impress.This specific artistic interpretation aligns with the fifty-year heritage of the Sottos family, which blends expertise with progress and innovation. Just as Sottos coffee has evolved and adapted to market needs, the logo reflects the dynamic journey of coffee from production to consumption, respecting tradition while looking to the future.
The challenge of breaking the stereotype that wholesale products must remain invisible to consumers, while simultaneously meeting the demands of coffee professionals for a strong shelf presence, was solved through strategic design. We created dynamic branding for the Linea Blue, Linea Rossa, and Linea Crema series that combines product quality with market visibility.The color coding and logo, which depicts the aroma of the coffee, provide distinct differentiations for each series, enhancing recognition and differentiation. The packaging is designed to stand out and easily be displayed in the competitive foodservice sector. The branding strengthens the emotional connection with the consumer and the sense of quality, while also ensuring a professional image for coffee professionals.
Winning the Iron A' Design Award is recognition of creating a packaging system that manages to stand out in a competitive market. The design was based on thorough market research, ensuring the product would attract attention on the shelf, while the dynamic color palette (orange, red, blue) enhances the brand’s recognition. The abstract logo, inspired by a coffee bean, and the clean lines reflect a modern aesthetic.The packaging combines functionality and elegance, offering durability and preserving the freshness of the coffee, while also standing out with its minimalist design. At the same time, emphasis was placed on using environmentally friendly materials. In a saturated market, the packaging focuses on the uniqueness of the product, blending traditional values with modern aesthetics to create an emotional connection with the consumer. The result is branding that enhances the product identity and stands out internationally.
The repetition of the pattern in the branding of Sottos Family Espresso Coffee contributes to creating a cohesive and recognizable identity. The geometric pattern is abstract and flexible, allowing for future brand extensions without losing connection to the core identity. The color differentiation between the series (orange, red, blue) enhances recognition and facilitates the addition of new products. The pattern, besides being applied to packaging, can also be adapted for promotional activities, maintaining consistency and flexibility in the branding.Thus, the branding of Sottos Family Espresso Coffee remains both functional and attractive, providing a solid foundation for the further development of the brand into new products and markets.
The dimensions of the metal bag (155mm x 325mm) were selected based on the ideal balance between functionality and aesthetics. The height and width ensure the coffee’s freshness is preserved, facilitate storage and display on shelves, and provide enough space to highlight the branding. Ergonomics, product protection, and visual impact were central factors, making the packaging both practical and visually striking.
The three-year development arc (2019–2022) was less about slow execution and more about intentional maturation—allowing the Espresso Coffee brand to evolve alongside market realities, consumer behavior, and the brand’s own self-definition. Each phase contributed a necessary layer to the final solution.Below is a clear breakdown of the key evolutionary stages:Phase 1 (2019): Foundation & Identity ExplorationFocus: Defining purpose before formThe early stage was devoted to understanding what the brand should stand for in a saturated Athenian coffee landscape.Extensive benchmarking of local and international espresso brandsExploration of positioning tensions:specialty vs. accessibilityritual vs. speedtradition vs. contemporary cultureEarly visual experiments ranged from expressive, artisanal aesthetics to stripped-back modernismOutcome:A clear realization that differentiation would not come from trend-led specialty cues, but from a timeless, confident identity rooted in everyday espresso culture.Phase 2 (2020): System Reduction & Conceptual ClarityFocus: Removing rather than addingThis phase coincided with broader cultural shifts (pandemic-era reassessment), which influenced both tone and strategy.Visual language was deliberately reducedDecorative elements and over-stylization were stripped awayTypography became the primary brand voiceThe idea of espresso as a daily constant—not a luxury—was formalizedOutcome:A conceptual pivot toward functional elegance: branding that feels calm, reliable, and grounded, rather than performative.Phase 3 (2021): Context Testing & Real-World StressFocus: Adaptability and longevityThe identity was tested across:Packaging formatsIn-store applicationsTakeaway cups and secondary touchpointsDigital and physical coexistenceKey questions driving this stage:Does the system remain recognizable when reduced to a single color?Can it scale from micro applications to architectural ones?Does it age well, or does it feel tied to a moment?Outcome:A modular visual system emerged—flexible but unmistakably consistent—capable of evolving without rebranding.Phase 4 (2022): Refinement & Final ArticulationFocus: Precision and restraintThe final year was about micro-decisions:Fine-tuning typographic proportionsAdjusting spacing and hierarchyLocking color relationships and material choicesEnsuring the brand felt inevitable, not designedNothing new was introduced—everything was clarified.Outcome:A mature, confident Espresso Coffee brand that communicates:Consistency over noveltySubstance over storytellingTrust over spectacleWhy the Timeline MattersThe extended timeline allowed the brand to:Avoid trend dependencyAbsorb cultural and market shiftsBe stress-tested rather than rushedArrive at a solution that feels settled, not reactiveIn essence:The final design is the result of accumulated decisions, not a single creative leap. Each stage narrowed the focus, strengthened the logic, and ensured the brand could live comfortably in Athens—not just launch there.
The Espresso Coffee Branding reflects a deliberate response to regional materials, production realities, and local market behavior, and these factors played a central role in shaping both material selection and brand positioning.Material Strategy: Designing Within Local RealitiesFrom the outset, material decisions were informed by what is readily available, reliable, and culturally familiar in the Greek production landscape.Preference was given to locally sourced, uncoated paper stocks that communicate honesty and tactility while remaining cost-efficient and scalable.Finishes and inks were selected with durability in mind, acknowledging the high-touch, everyday nature of espresso packaging.Avoiding exotic or imported materials ensured consistency over time and protected the brand from supply volatility.This approach allowed the brand to feel premium through restraint and precision, rather than through excess.Brand Positioning: Local Confidence Over Trend AlignmentThe brand was positioned to resonate with the Athenian espresso culture, which values familiarity, routine, and trust over performative storytelling.Instead of mirroring international specialty-coffee aesthetics, the identity embraces functional elegance and visual clarity.The design language favors stability and recognizability, supporting repeat consumption rather than momentary attention.The result is a brand that feels contemporary yet deeply embedded in its regional context.Strategic Balance: Ambition Meets PracticalityA key driver of the final solution was the continuous balance between design ambition and market realism.Every material and visual choice was evaluated not only aesthetically, but also through production, cost, and longevity criteria.Constraints were treated as strategic inputs, shaping a system that is robust rather than decorative.Long-Term PerspectiveThis locally informed approach ensured the brand could scale and evolve without losing coherence, remaining relevant beyond short-lived trends and adaptable across multiple applications.In essence, the Espresso Coffee Branding demonstrates how regional awareness—of materials, production, and consumer behavior—can elevate brand positioning, resulting in an identity that feels grounded, confident, and enduring.
The visual identity of Espresso Coffee was designed to reflect the essence of the coffee itself: warmth, quality, and enjoyment. Our aesthetic was inspired by the key characteristics of coffee, such as intensity, variety, and tradition.The color choices – deep red, blue, and orange – represent different flavors and intensities, giving identity to each product. At the same time, the circular pattern symbolizes steam, warmth, and the brewing process, while the central depiction resembles a coffee bean or cup, enhancing the connection with the product.Furthermore, the minimalist and clean design approach reflects the high quality of the coffee while ensuring modern aesthetics and timelessness, referring to the authenticity and luxury associated with espresso. All design choices aimed to capture the uniqueness of the coffee and create an experience that starts with the packaging and ends with the taste.
The success of Espresso Coffee branding paves the way for a flexible evolution of the design system, always aiming to meet market changes and modern demands while maintaining its recognizable identity.In the future, the visual identity expansion could include the introduction of new color codes or patterns representing innovative flavors or special product lines, such as premium options, organic blends, or products with specific geographic origins. The circular pattern, as the brand’s signature, can evolve to adapt to different applications, such as packaging for large professional coffee systems or promotional materials.The branding may also adapt for greater sustainability, with a focus on environmentally friendly materials, maintaining the brand's modern and responsible image.Thus, the design system of Espresso Coffee is prepared to evolve in a way that keeps it competitive, relevant, and recognizable in a professional and demanding environment while maintaining its connection.
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