Press Release
Cafe Guardiao Packaging Redesign by Tipz Wins the Bronze A' Design Award in Packaging Design
Tipz acknowledged for packaging design by the international grand jury of the 2025 - 2026 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 22, 2026 /DesignNewswire/ A' Design Award & Competition has confirmed the Bronze A' Design Award in the Packaging Design category for Cafe Guardiao Packaging Redesign by Tipz, designed for Cooabriel. The result belongs to the 2025 - 2026 A' Design Award & Competition and was reached through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.
What the Bronze A' Design Award Means
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Regarding Cafe Guardiao Packaging Redesign
Cafe Guardiao is a packaging design for a premium roasted and ground coffee produced by a Brazilian cooperative. The visual identity is anchored by an archangel illustration, drawn in an engraving style, with protective wings as the dominant graphic element. Bold typography creates a clear visual hierarchy at the point of sale. A label band states the roast level, the cooperative origin, and the 100 percent pure conilon content. Flexographic printing on kraft and matte laminated substrates gives the package a matte finish and a tactile surface.
About Tipz
Tipz is an independent boutique creative agency based in Vitória, Brazil. Founded by professionals with experience in major global advertising agencies, the company develops campaigns, branding systems, packaging design and strategic communication projects for local, national and international clients. Its work combines creative thinking, design and business strategy to build brands with cultural relevance and market impact. Tipz has received recognition in national and international creative and design awards, including Cannes Lions finalist projects and internationally awarded packaging designs.
Award Record
Tipz is a winner of 2 A' Design Awards, including this recognition. All of the awards belong to the 2025 - 2026 edition of the A' Design Award & Competition.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. The competition is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Entries typically include bottles, boxes, cans, pouches, tubes and cartons. Awarded packaging designs are published at https://designers.org/design-category/packaging
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/181277
- A' Design Award Page: https://competition.adesignaward.com/181277
- Media Showcase: https://www.designnewsroom.com/!181277
- Laureate Profile: https://designers.org/d/375288
- Further Information from the Laureate: https://tinyurl.com/yc2j8rh4
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Cafe Guardiao Packaging Redesign
- Function
- Packaging Redesign
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Dark Slate Gray, Black, Tan, Silver and Gainsboro
- Images
- 5
- Client
- Cooabriel
The Recognition
- Laureate
- Tipz
- Country
- Brazil
- Recognition
- Bronze A' Design Award
- Edition
- 2025 - 2026
- Design ID
- #181277
Credits
- Team
- Ricardo Montenegro Pessanha and Mateus Matos Montenegro
Design Details
- Unique Properties
- Cafe Guardiao is a premium roasted and ground coffee packaging redesign for Cooabriel, the largest conilon coffee cooperative in Latin America. The new identity, anchored by the archangel Sao Gabriel and its protective wings, communicates purity, origin, and quality. The matte finish and bold typography ensure standout shelf presence, differentiating the brand from mass-market competitors.
- Inspiration
- The inspiration emerged from a deep immersion in the cooperative and its values. The archangel concept - a guardian watching over the beans, the farmers, and the consumer - became the brand soul. Conilon coffee carries historical stigma; the design sought to overcome this through visual nobility, celebrating the unique characteristics of this 100 percent pure Brazilian coffee variety.
- Research
- Applied qualitative research. Objective: identify barriers to purchase intent for Conilon coffee and define a visual positioning capable of sustaining a premium price. Method: immersion at the Cooabriel cooperative, shelf audits in supermarkets across Greater Vitória, and interviews with directors, cuppers, and retail partners. Results: the Traditional line increased 45 percent in sales volume, and Extra Forte increased 17 percent. The new packaging enabled access to retail chains previously closed to the brand.
- Challenge
- The central challenge was repositioning a coffee variety historically linked to low quality. Conilon carries market stigma even in its producing region, and a prior launch had failed, leaving negative brand memory among buyers. The redesign required a complete visual break from that history while remaining authentic to its cooperative origin. Mass-market shelf pressure demanded bold differentiation. Matte lamination and substrate selection required sampling to ensure print fidelity within costs.
- Realization and Technology
- The packaging was developed through a structured brand strategy process followed by visual identity design. Flexographic printing on kraft and matte laminated substrates was employed to achieve the premium matte finish. Illustration work combined engraving-style line art with typographic hierarchy, producing tactile and visual differentiation at the point of sale.
- Operation and Interaction
- The packaging communicates directly at the point of sale, guiding the consumer through a clear visual hierarchy: the archangel illustration creates an immediate emotional connection, the bold product name confirms variant identity, and the label band delivers key quality claims - 100% pure conilon, cooperative origin, and roast level. The matte finish invites physical interaction, reinforcing a premium tactile experience. The design rewards closer inspection, building trust and purchase intent progressively.
- Project Duration and Location
- The project was developed in Vitoria, Espirito Santo, Brazil. The new packaging was launched in January 2025.
- Specifications
- This package is 110 mm wide, 60 mm deep, and 220 mm tall.
- Keywords
- coffee packaging, conilon coffee, cooperative branding, product redesign, brand repositioning, matte packaging, food packaging, Brazilian design, premium packaging, point of sale
