Interview about Coffee Wave Food Bag, winner of the A' Packaging Design Award 2025
The Coffee Wave filter coffee packaging presents a design that catches the eye, particularly among younger audiences. Influenced by surreal aesthetics, it brings together black and white elements with bold color-blocking techniques to create a distinctive visual composition. The combination of contrast and vibrant details gives the packaging a dynamic feel, making it more visually engaging. This design approach aims to create a connection with consumers, inviting them to explore the brand and its identity.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsOur creative journey for the Coffee Wave Food Bag began with the ambition to break conventional packaging norms and captivate younger audiences through an unexpected, visually arresting narrative. We embraced a surrealistic, steampunk-inspired aesthetic that combines retrofuturistic elements with bold modern design to evoke both curiosity and wonder.The concept originated from the idea of transforming the packaging into a storytelling canvas. We wanted every detail—the central human-machine figure, the intricate gears and pipes, the abstract shapes—to symbolize the fusion of human ingenuity and artistic imagination, mirroring the richness and complexity of the coffee inside.The design process involved extensive research into consumer behaviour and preferences, leading us to develop a collage approach that seamlessly integrates disparate elements. One of our key challenges was harmoniously combining these diverse visuals to create a cohesive and compelling narrative without losing clarity or impact. We addressed this by carefully orchestrating the composition and using bold colour blocking alongside black and white elements to ensure strong contrast and visual engagement.Ultimately, Coffee Wave’s packaging became more than just a container; it became an invitation to explore, decode, and connect with the brand on a deeper, more imaginative level.
The combination of industrial motifs like gears, pipes, and abstract shapes was inspired by our desire to create a packaging design that celebrates both artistic imagination and engineered precision. We were drawn to the retrofuturistic and steampunk aesthetic because it offers a rich visual language that feels inventive, layered, and evocative of stories yet to be told.For Coffee Wave, we wanted the packaging to mirror the complexity and richness of the coffee itself—a product crafted with care, tradition, and technical know-how. The gears and pipes serve as metaphors for the meticulous processes involved in coffee roasting and preparation, while the abstract shapes introduce an artistic, almost dreamlike quality that encourages curiosity and exploration.This fusion is central to our brand identity. ABC Design Communication thrives on pushing creative boundaries and telling meaningful stories through design. By uniting industrial elements with imaginative illustration, we crafted a visual narrative that invites consumers to decode and connect with the brand on a deeper level, setting Coffee Wave apart as a bold, innovative choice in a competitive market.
Addressing the technical challenge of combining metallic elements, white layers, and glossy spot UV finishes required careful planning and close collaboration with our production partners. Our primary goal was to achieve striking visual contrast and layered richness while ensuring that the packaging remained fully functional, durable, and protective of the coffee inside.We began by selecting high-quality flexible materials that could support advanced printing techniques without compromising structural integrity. The white layers served as essential underprints to make colours and metallic accents pop with maximum clarity, even on darker backgrounds. Meanwhile, the metallic inks and spot UV applications were strategically placed to highlight specific design elements like the gears, pipes, and central figure, creating depth and an engaging play of light and texture.Throughout the process, we conducted multiple material tests and print trials to fine-tune opacity, adhesion, and tactile quality. Balancing visual drama with usability was critical: the final solution preserved the packaging’s ease of storage, resealability for freshness, and premium tactile appeal. Ultimately, this technical rigor allowed us to bring the intricate, surrealistic steampunk narrative to life in a way that felt both luxurious and practical.
Our decision to pursue an avant-garde, surrealistic aesthetic for Coffee Wave was strongly guided by in-depth market research and consumer insights. We identified a growing segment of younger coffee drinkers who are not just seeking quality products, but also meaningful brand experiences that resonate with their values and aesthetics.Through surveys, focus groups, and competitor analysis, we learned that much of the coffee packaging landscape was highly traditional, conservative, and predictable. While this worked for established brands, it left an opportunity to differentiate by embracing bold, artistic storytelling that would capture attention and spark conversation.Younger consumers value authenticity, creativity, and designs that invite exploration. By developing a packaging narrative filled with layered visuals, unexpected elements, and a tactile premium feel, we aimed to engage them on multiple sensory levels. This approach turned Coffee Wave from a simple product into an experience—one that encouraged curiosity, loyalty, and brand affinity among a demographic eager for something new and inspiring.
The specific dimensions of the Coffee Wave Food Bag—98mm x 60mm x 180mm—played a crucial role in shaping our design approach, especially regarding element placement and visual hierarchy. The relatively tall, narrow form factor lent itself naturally to a vertical storytelling layout, allowing us to guide the consumer’s gaze from top to bottom in a deliberate, engaging sequence.We used the central human-machine figure as a strong vertical anchor that immediately captures attention and establishes narrative flow. Surrounding elements such as gears, pipes, and abstract shapes were carefully scaled and positioned to maintain balance and avoid overcrowding within the limited width. This ensured that every detail remained legible and visually impactful, even when viewed on a crowded retail shelf.Colour blocking and contrast played a critical role in defining distinct zones and creating a clear hierarchy. Essential branding and product information were thoughtfully integrated to maintain both aesthetic cohesion and functional clarity. By embracing the bag’s dimensions as a design constraint, we transformed it into an opportunity to deliver a cohesive, immersive visual narrative that stands out while remaining practical and user-friendly.
The Coffee Wave Food Bag’s design journey from April 2022 to November 2023 unfolded through a series of distinct yet interconnected stages that gradually refined our vision into a cohesive, compelling final composition.We began with extensive market research to understand consumer behaviour, preferences, and gaps in the existing coffee packaging landscape. This insight guided our strategic decision to pursue a bold, avant-garde aesthetic aimed at younger, design-conscious audiences.Concept development followed, where we explored the fusion of surrealistic and steampunk elements to craft a retrofuturistic narrative that would spark curiosity and engagement. Iterative sketching and digital prototyping allowed us to experiment with compositions, balancing intricate details like gears and pipes with clean, modern colour blocking.Material selection and finish testing formed another critical phase. We collaborated closely with production partners to ensure that metallic inks, white layers, and spot UV elements worked seamlessly while maintaining the bag’s functional integrity. Multiple print trials helped us refine opacity, adhesion, and tactile quality.The final stages focused on harmonizing all elements—visual storytelling, functional design, brand messaging, and user experience—to deliver packaging that stood out on shelves while inviting consumers to discover and connect with the Coffee Wave brand on a deeper level.
The tactile experience of the Coffee Wave Food Bag was an integral part of our design strategy, intentionally developed to complement and deepen the visual storytelling. While the surrealistic, steampunk-inspired visuals engage the eye with intricate, layered narratives, the smooth-touch exterior adds an immediate sense of premium quality and sensory delight the moment a customer picks up the bag.This tactile element reinforces the brand’s commitment to detail and craftsmanship, mirroring the mechanical precision suggested by the gears and pipes in the artwork. It transforms the packaging from a static object into an interactive experience, where touch and sight work in tandem to communicate sophistication and care.The sealing mechanism further supports this narrative by ensuring product freshness while enhancing usability. It reflects the same industrial, engineered sensibility conveyed visually, creating a cohesive brand story that is not only seen but also felt. By harmonizing tactile and visual elements, we aimed to create a holistic, immersive experience that elevates the perception of the Coffee Wave brand.
Balancing visual disruption and originality with practical packaging requirements was one of the central challenges of the Coffee Wave project. We wanted the design to stand out boldly on the shelf, using surrealistic, steampunk-inspired visuals to create curiosity and a memorable brand story. At the same time, we recognized the need to deliver essential functional benefits that consumers expect from quality coffee packaging.To achieve this balance, we approached the design as a layered system. The collage-like visuals were meticulously organized with clear hierarchy and deliberate spacing to avoid clutter and maintain legibility for key information such as product details and branding. We used bold colour blocking to define zones and guide the eye naturally across the packaging.On the technical side, we selected high-quality flexible materials that ensured durability and ease of storage while integrating a reliable sealing mechanism to preserve freshness. We also conducted multiple print trials to test finishes like metallic inks and spot UV to ensure that they enhanced, rather than overwhelmed, the design. Ultimately, our goal was to deliver a packaging solution that felt premium and innovative without sacrificing usability or consumer trust.
Designing the Coffee Wave Food Bag for Kyma Coffee Grinders required us to strike a careful balance between honoring their rich heritage and embracing contemporary design innovation. Kyma’s legacy spans three generations of dedicated coffee roasting since 1973—a story built on craftsmanship, precision, and authenticity.We incorporated this heritage by integrating industrial, steampunk-inspired motifs such as gears and pipes, which symbolized the meticulous machinery and artisanal expertise behind their roasting process. These elements paid homage to the company’s commitment to quality and its deep respect for the technical mastery of coffee preparation.At the same time, we pushed design boundaries by infusing the packaging with a surrealistic, collage-like aesthetic that would resonate with younger, design-conscious consumers seeking originality and storytelling. By merging tradition with bold artistic imagination, we crafted a visual narrative that felt both authentic to Kyma’s roots and engagingly modern—positioning the brand as a forward-thinking player in a competitive market while staying true to its values.
The success of the Coffee Wave Food Bag has reinforced several key principles that will continue to shape our approach to future packaging design projects. First and foremost, it underscored the power of storytelling as a central design strategy. By creating a packaging experience that goes beyond surface aesthetics to deliver layered, meaningful narratives, we can forge deeper connections with consumers and elevate brand perception.This project also reminded us of the critical balance between visual disruption and functional requirements. While we embraced bold, surrealistic, and steampunk-inspired elements to stand out, we maintained strict attention to legibility, usability, and material quality. That balance is something we’ll continue to prioritize in every design.Additionally, Coffee Wave reaffirmed the value of a research-driven approach—understanding the target audience, market gaps, and cultural trends before committing to a concept. It also emphasized the importance of collaborative prototyping and material testing to ensure that creative ideas translate successfully into production without sacrificing quality or practicality.Ultimately, this project has inspired us to keep pushing creative boundaries while maintaining an unwavering commitment to craft, functionality, and authentic brand storytelling in all of our future work.
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