Excelencia Coffee Packaging

The inspiration came from the name of the city where the cooperative is based: São Gabriel da Palha. Saint Gabriel is an archangel, a guardian. From that single observation, a whole system of meaning unfolded. The concept of a guardian watching over the beans, the farmers, and the consumer became the soul of the brand. In the Excelência line, that concept was taken to its fullest expression: the archangel's wing is not just an illustration, it defines the actual opening structure of the packaging. Opening the product is a gesture of protection.

The focus was to create packaging worthy of the coffee it contains. Guardião Excelência is a cooperative-origin product, produced by family farmers, with quality that deserved to be communicated in a noble and distinctive way. We wanted the consumer to feel, even before opening, that they were holding something special. And for the act of opening to confirm that promise.

The project has already delivered concrete results: revenue doubled. Café Guardião Excelência is now ready to take flight across Brazil and beyond.

The idea became clear when we realized that the guardian concept could not live only as an illustration. If the coffee was symbolically protected by the wings of Saint Gabriel the Archangel, the package itself needed to behave like a guardian. That was the moment when the opening mechanism became central to the project.We wanted the consumer to open the package through the wings, almost as if revealing something that had been protected from the farm to the cup. This transformed a functional gesture into a small ritual. The wing-shaped die-cut, the low-relief embossing and the soft-touch matte finish were all developed to support that same idea: protection made visible, tactile and memorable.From that insight, every decision had to serve the concept. The structure could not be only beautiful. It had to make the story physically present. For us, the strongest part of Excelencia Coffee Packaging is exactly this: the brand promise is not only printed on the surface. It is experienced by the hand.

We interpret these results as evidence that packaging can change perception when it works beyond visual impact. Excelencia Coffee Packaging was designed to be seen, touched and opened as an experience. For a product like Conilon coffee, which still carries a historical stigma when compared to Arabica, this sensory dimension was essential. The consumer needed to feel that this coffee belonged to a different value space.The first post-launch data already showed strong results: Natural increased 50 percent and Fermented increased 30 percent. In a later assessment, the performance became even more significant, with sales reaching 100 percent growth. In other words, the line effectively doubled its sales.For Tipz, this confirms that multi-sensory design can help consumers reassess a product before tasting it. The embossed wings, the soft-touch surface, the structural opening and the producer seal all worked together to create trust, curiosity and perceived quality. The package did not only communicate premium value. It made that value tangible.

The low-relief embossing was developed to create sophistication without depending on excess. We did not want the wings to shout. We wanted them to appear through light, shadow and touch, almost like a quiet presence protecting the coffee. This was important because the project needed to feel premium while remaining coherent with a cooperative context.The testing process was focused on balance. The relief needed to be visible enough to create discovery, but subtle enough to preserve elegance and production viability. We studied how the wing motif behaved under different light conditions, how it interacted with the matte surface and how much tactile presence was necessary for the consumer to perceive value without turning the package into something visually overloaded.This approach shows that premiumization does not always require expensive decorative effects. For agricultural cooperatives, sensory material design can be a powerful and accessible tool when used with precision. A texture, a fold, a surface or a small structural decision can create perceived value while still respecting production limits and the economic reality of the brand.