BRIEFING:
This project consisted in designing a six pack of coffees as well as the brand and the logo. Each a different variation or flavour while also following a coffee oriented theme. It was also needed to consider that the pack is to be used as a gift. For the project I decided to divert my focus to the origins of coffee, as it can considered to be interesting as well as the building blocks of the coffee culture we know today.
IDEA:
The aim of the project is to design a sustainable and innovative design for coffee or tea, following a specific content.
In the case of KaffKaldi, the concept chosen is Ethiopian coffee, trying to immerse the Ethiopian culture, the myth and the coffee itself in the packaging design. To do so, the idea is to use a variety of vibrant colors that represent the culture and at the same time the aromas and flavors of each type of coffee.
Having to design a total of six packages, each package design is intended for a type of coffee from a different region of Ethiopia, taking the name of the region itself. From the variety of coffee growing regions in Ethiopia, the six that were chosen were Sidamo, Ygracheffe, Limu, GImbi, Harrar and Djimma.
The aim of KaffKaldi's coffee packaging is to resemble that of a luxury brand, but to deviate from traditional, slippery and minimalist designs. Black will continue to be used, but the intention is for vibrant colors and tribal motifs to take center stage in the design. Departing from the basic paper bags, the packaging for these products will be an unconventional box shown in the figure on the right.
LOGO & NAMING:
KaffKaldi is derived from two words. The first, Kaff, comes from the way they say coffee in Ethiopia: "Kaffa Buna", which means good coffee in their traditional language. The second half of the name derives from the name of the goatherd the myth is about.
That of the KaffKalid coffee brand is divided into two parts. The upper part is formed by an icon of a goat representing the Ethiopian myth, creating a visual representation of the name itself. The goat follows a tribal aesthetic creating a sense of harmony with the other tribal patterns found in the packaging design. The lower part consists solely of a typography that spells out the brand name.
INTERIOR PACKAGING DESIGN
HISTORY:
The first credible evidence of coffee consumption in the form of a modern beverage appears in present-day Yemen from the mid-15th century in Sufi shrines where coffee seeds were first roasted. Yemenis obtained coffee beans from the Ethiopian highlands via their coastal neighbor, Somalia, and began cultivating them in the 16th century.
THE MYTH:
The history of Ethiopian coffee begins with a legend. Around 850 AD, a young goatherd named Kaldi was taking his goats to graze in the meadows of Kaffa province. One day, after eating red berries from a nearby bush, the animals began to jump up and down excitedly. Kaldi decided to try some berries himself. He, too, felt elated and full of energy.
Kaldi shared his discovery with the monks at the local monastery. They quickly realized that consuming the berries would help them stay awake during the long hours of prayer. Upon arrival at the monastery, Kaldi's coffee beans were not greeted with elation, but with disdain. One monk called it "the devil's work" and threw it into the fire. According to legend, the aroma of the roasted beans was enough for the monks to give this novelty a second chance.
Like the tea-drinking Buddhist monks in China and Japan, the monks discovered that the uplifting effects of coffee were beneficial in keeping them awake during their spiritual practice.
VARIATIONS
SIDAMO:
Sidamo is one of Ethiopia's three trademarked coffee regions. The Sidamo region presents a wide variety of coffee flavors.natural varieties of Sidamo have a subtle acidity, similar to wine, and a complex combination of floral and fruity aromas.
DJIMMA:
The Djimmma region is located in southwestern Ethiopia. It is a major producer of commercial quality coffee.
GIMBI:
This region is known for its wet-processed coffees. The varieties grown in the region of Gimbi region have a heavy body, medium to sharp acidity and a fruity finish. Gimbi coffee is an important part of the blends of many roasters.
HARRAR:
It comes from wild trees indigenous to small farms in the eastern part of Ethiopia. Almost all coffee produced in this region is sun-dried. Harrar coffees are bold and full-bodied. Dry processing creates a fruity flavor reminiscent of red wine, with hints of blueberries and apricots.
LIMU:
Considered a premium gourmet washed coffee, its varieties reveal a well-balanced body and low acidity. They have a sharp taste with vibrant sweet and fruity flavors and traces of spices.
Considered a premium gourmet washed coffee, its varieties reveal a well-balanced body and low acidity. They have a sharp taste with vibrant sweet and fruity flavors and traces of spices.
YIGRACHEFFE:
One of the Sidamo sub-regions. The higher grade Yigrachees have a clean flavor and bright acidity accompanied by complex floral and citrus tones such as jasmine and lemongrass.
