Interview about Fabrika Coffee Packaging, winner of the A' Packaging Design Award 2025
The standout feature of the packaging is the die-cut window shaped like the logos coffee grinder blades. This design element allows the coffee beans to be visible, offering a distinctive visual effect that highlights the products natural quality. The curated color palette differentiates the coffee blends and enhances the packagings shelf appeal. The text placement is designed to provide clear and concise information about the roast level, flavor notes, and origin, all while maintaining a clean and minimalistic aesthetic.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe idea emerged from a deep understanding of the brand’s target audience — coffee enthusiasts who value both craftsmanship and authenticity. During the development process, we referenced visual cues commonly seen in the coffee industry, while aiming to infuse the packaging with a contemporary and relevant tone.We discovered an opportunity to create both a symbolic and physical connection between the product and the brand’s visual system — through a die-cut element that echoes the grinder blades in the logo. This became a defining gesture: it reveals the product inside, reinforces brand identity, and adds a tactile layer of expression that helps the packaging stand out on the shelf.
We approached this balance with intention. Typography became our grounding element — inspired by classical coffee packaging — while the structural detail (the die-cut window) served as the expressive gesture.We introduced rich, expressive colors to differentiate varieties and elevate the personality of the brand. This combination allowed us to remain rooted in coffee’s heritage while signaling a fresh, design-forward attitude.
We deliberately chose a textured kraft board to evoke tactility, warmth, and a sense of hand-crafted quality. In a market saturated with glossy, overly polished materials, this decision helped us express the brand’s values of honesty, rawness, and artisanal care.The material’s recycled nature and density offered durability while aligning with our broader sustainability goals. By choosing a substrate that isn’t yet standard for premium packaging, we hope to inspire a shift toward more responsible material usage without sacrificing shelf appeal.
The color system was developed by Helen Trofimova, our art director and color strategist. She explored an extensive Pantone range to curate hues that would feel distinct yet harmonious when placed together.Each SKU was assigned a tone that reflects its personality — from bold and bright to earthy and mellow — while ensuring that the range looks like a single, unified brand family. It’s a system rooted in emotional color logic, not just differentiation for differentiation’s sake.
One of the main challenges was rethinking the conservative codes of traditional coffee packaging while aligning them with the fast-growing trends dominating the segment. We recognized that although the audience for modern coffee brands is expanding rapidly, a large conservative segment still holds its place in the brand race. This helped us define a niche — a space where we could craft something visually universal and emotionally clear for both types of coffee lovers.
We didn’t try to reinvent the wheel here — instead, we approached the design with a sense of respect for the established visual traditions of coffee packaging. Perhaps the most quietly innovative choice was the use of a universal layout grid. It proved effective not only for the physical packaging but also later for the brand’s website and digital materials.
It’s a great moment to explore a more sustainable design direction — one that blends the DNA of traditional coffee aesthetics with the new-school spirit. Whether this approach sets a new tone, we’ll see soon enough — especially through the brands being presented at this year’s competitions.
Strangely enough, ziplock closures are still quite rare in coffee packaging. Often, customers have to rely on clips or clothespins to seal the bag after opening. We felt this detail could really enhance both convenience and elegance — the product stays fresh, and the packaging becomes more pleasurable to interact with on a daily basis.
The Fabrika Coffee packaging became a reflection of Shokoladnitsa’s long-standing expertise and established identity. We translated the brand’s values into a contemporary coffee design language — one that respects its legacy while engaging with a new generation of coffee drinkers.
Tactility was a key element in the creation of the Fabrika Coffee packaging. From the outset, we aimed for a design that would not only look expressive but also feel pleasant to the touch. This is an essential part of emotional engagement with the brand — especially in the coffee category, where purchasing often involves a personal, even ritualistic, decision.The matte surface provided a soft, warm texture, while the spot UV varnish added contrast and helped highlight key elements of the identity — such as the logo and the die-cut area. This interplay of finishes enhanced the premium feel of the product without relying on excessive gloss or visual noise, making the packaging feel both modern and refined.Overall, we approached the packaging as a multi-sensory experience — not just visual, but also tactile. This dimension is especially important for the shelf presence and for the daily interaction at home.
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