My Role
UX/UI Designer
Date
April 2020
Company
Emilia.Co Studios
Smokey Brew
Coffee Brand Packaging Design
Project Brief
Smokey Brew Coffee, a premium coffee brand known for its ethically sourced beans and rich flavors, sought to refresh its packaging design to better convey its brand values and stand out in a competitive market. The objective was to create packaging that reflected the brand's commitment to quality, sustainability, and a love for the outdoors while providing a visually appealing and functional experience for the customer.
The Challenge
The coffee market is highly saturated, with numerous brands dying for consumer attention through distinctive packaging. Smokey Brew needed a design that would not only capture the essence of its brand but also differentiate it on crowded retail shelves. The packaging had to communicate the premium quality and ethical sourcing of the coffee, while also being environmentally friendly and easy to use. Additionally, the design needed to be versatile enough to accommodate various product lines, including whole beans, ground coffee, and single-serve pods.
Research
I began with extensive market research to understand current trends in coffee packaging and consumer preferences. This included analyzing competitor packaging, gathering feedback from coffee enthusiasts, and exploring sustainable packaging materials. Understanding Mountain Brew's brand values and target audience was crucial to informing the design direction.
Concept
Based on the research findings, I developed several design concepts that emphasized Mountain Brew's connection to nature and commitment to quality. The concepts featured earthy color palettes, rustic textures, and illustrations of mountainous landscapes to evoke a sense of adventure and authenticity. Each concept was presented to the client, and feedback was incorporated to ensure alignment with Smokey Brew's vision and goals.
Design Development
The selected design concept was refined through iterative feedback sessions. The final design included elements such as kraft paper textures, hand-drawn illustrations, and eco-friendly inks to enhance the natural and premium feel. The packaging materials were chosen for their sustainability, including recyclable and biodegradable options. Special attention was given to the functionality of the packaging, ensuring easy resealability and durability.
Final Production
The final packaging suite included stylish bags for whole beans and ground coffee, as well as innovative, compostable single-serve pod containers. Each packaging type was designed to provide a seamless customer experience, with features such as resealable zippers and airtight seals to maintain freshness. The cohesive design language across all products helped establish a strong brand identity and enhance shelf presence.
Results
The redesigned packaging received overwhelmingly positive feedback from both customers and industry experts. The earthy and rustic design elements resonated with consumers, reinforcing Smokey Brew's connection to nature and its commitment to quality.
Final Design and Production
The use of sustainable materials further strengthened the brand's eco-friendly image, appealing to environmentally conscious customers. The new packaging design contributed to a significant increase in sales and brand loyalty, particularly among outdoor enthusiasts and premium coffee drinkers.
Final Thoughts
The Smokey Brew packaging redesign project was a fulfilling and impactful experience that combined creativity with sustainability. Collaborating with Mountain Brew allowed for a deep understanding of the brand's values and goals, which was instrumental in crafting a packaging solution that truly reflected the brand's essence. The project's success highlighted the importance of integrating aesthetic appeal with environmental responsibility, demonstrating that premium quality and sustainability can coexist harmoniously. The positive customer feedback and increased sales validated the effectiveness of the new packaging design. Overall, the project was a testament to the power of thoughtful and innovative design in elevating a brand's market presence and resonating with its audience. It was an honor to contribute to Mountain Brew's journey towards becoming a distinguished name in the premium coffee market.
