Meer Instant Coffee Packaging by Masoud Najafi Amirkiasar is a highly esteemed winner of the very prestigious 2023 Bronze A' Design Award in Packaging Design Competition Category.
BronzePackaging· 2023
Meer Instant Coffee Packaging
Client: Masoud Najafiamirkiasar
Bronze A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #141887The Design
About Meer Instant Coffee Packaging
The packaging design of a new-to-market product is not only about the art of design but also about the art of understanding the customers' minds and standing out on the shelves against competitors. Having these nuances in mind, the Meer packaging design has taken the final product texture into illustration to stimulate and engage all the senses of coffee lovers. Also, the layout and unconventional font size play a significant role in attracting consumers to the product. This design is created with the hope of making serious change on the beverage shelf of the stores.
The Recognition
About the Bronze A' Design Award
Meer Instant Coffee Packaging is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Meer Instant Coffee Packaging is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Meer Instant Coffee Packaging splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.
Interviews
Grand Interview
Your innovative approach to texture visualization in Meer Instant Coffee Packaging challenges conventional coffee packaging norms - could you elaborate on how you translated the sensory experience of coffee into visual elements?
Coffee is a high-involvement purchase product, where consumers are susceptible to the brand, they choose due to their sensitivity to flavor and aroma. They are often reluctant to try unfamiliar products. In MEER design, I showcased a high-quality texture of professional-grade coffee. Such imagery evokes the sensation of premium coffee's aroma and taste in the consumer’s mind, encouraging them to explore, purchase, and enjoy the product.
The research phase of Meer Instant Coffee Packaging revealed that most competitors use cups and beans as primary visual elements - what inspired you to break away from these traditional motifs and create something distinctly different?
Gaining deep customer insights was pivotal. Conversations with avid coffee enthusiasts revealed that what truly tempts them to enjoy coffee isn’t the image of a mug or coffee beans but rather the texture and aroma of the coffee itself. This understanding inspired me to depart from traditional motifs and focus on elements that resonate more profoundly with the sensory experience of coffee.
How did the six-month development period in Tehran influence the evolution of Meer Instant Coffee Packaging's design, particularly in balancing aesthetic appeal with functional requirements across the 15 SKUs and 5 flavors?
Much of this time was dedicated to research and in-depth discussions with seasoned coffee drinkers to uncover valuable consumer insights. Additionally, considerable effort went into perfecting the photography techniques and crafting the imagery to ensure that the visuals effectively balanced aesthetic appeal with the functional requirements of representing 15 SKUs and 5 distinct flavors.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Unlike most of the coffee product packaging in the market that uses a cup of coffee as the main element of the packaging design, the designer took a new approach, which can stand out on shelves. The final product texture details has brought into the design to remind coffee lovers of the indulgence and refreshing feeling of a cup of coffee.
- Dimensions & Packaging
- It is designed for 15 SKU in 5 flavors as follows;
Cappuccino and 3x1 products:
suchet:36*170 mm
Pouch: 146*294 mm
Box: 130*160*70 mm
Espresso Products:
suchet:24*120 mm
Pouch: 107*220 mm
Box: 95*122*56 mm - Tags
- Packaging, Package design, Coffee, Instant coffee, Beverage, Branding, Typography, Bold, Creative,
- Production Technology
- A combination of photo-shooting, photo-manipulation and illustration is used to provide the main design on package.
- Design Challenge
- The most challenging part of this project was keeping the balance between the aesthetic aspects of the design and its functionality.
The mission of this package was to still the hearts and catch the eyes of coffee drinkers.
The mission of this package was to still the hearts and catch the eyes of coffee drinkers. - Research
- The discovery phase included market and competition analysis. The focus of the study was on the design style and the look and feel of existing products through performing a market visit as well as desktop research.
The study's conclusion showed that in the packaging design of most products available in the market, cups and coffee beans are the most used element in packaging. - Inspiration
- The design is inspired by the indulgence and the refreshing texture of a cup of coffee which crave the shopper to have one.
Using the design as the ultimate branding element is inspiring as well. - Project Duration
- The project started In Tehran in November 2020 and finished in May the following year
- Operation Flow
- The design simply touches the audience's recognition sense. The temptation of having a delicious coffee, is what prompts the audience to impulse buying.
- Patents
- None.
- Image Credits
- Image #1: photographer Bita Shakerin, Espresso, 2020
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