Grassy Premiados 커피 패키지 by Dimitri Lociks

Grassy Premiados 커피 패키지 by Dimitri Lociks is a highly esteemed winner of the very prestigious 2022 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2022

Grassy Premiados 커피 패키지

by Dimitri Lociks

Client: Grassy Caffè

A' Design Award 은상 Winner in 패키징 Category

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The Design

About Grassy Premiados 커피 패키지

Grassy Premiados는 브라질 스페셜티 커피를 위한 패키지 디자인이다. 이 상자는 마호가니 씨앗과 커피 원두, 그리고 브라질 모더니즘 건축의 곡선에서 영감을 받은 유기적이면서도 모듈형인 형태를 지닌다. 모듈형 구조 덕분에 적층이 가능하며 진열대 위에서 독창적인 디스플레이를 연출할 수 있다. 상자는 무광 라미네이팅, 핫 스탬핑, 모노크롬 인쇄를 적용한 판지로 제작되었다. 커피는 산소로부터 원두를 보호하는 밸브가 장착된 비닐 봉투에 담긴다. 메탈릭 필름 소재의 접착 라벨이 상자를 봉인하는 동시에 제품 정보를 담고 있어, 낮은 비용으로 신속한 맞춤 제작이 가능하다.

The Recognition

About the A' Design Award 은상

Grassy Premiados 커피 패키지, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Grassy Premiados 커피 패키지, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Grassy Premiados 커피 패키지, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Grassy Premium packaging was designed to allow a high impact visual display on shelves, at an affordable cost and easy to assemble, adding value to award-winning Brazilian coffees. Its organic shapes are also modular, which allows for stacking and a very differentiated way of displaying on shelves and showcases. The packaging also features an adhesive label solution, which allows for quick and varied customization of the packaging.
Dimensions & Packaging: The assembled package is 20 centimeters wide, 14 centimeters high, and 14.5 centimeters deep.
Tags: package, Brazilian coffee, biomimetic, bio design,
Production Technology: The Grassy Premium packaging has two moments, the box was developed to be produced in large batches, to amortize the investment in graphic finishes with higher cost and added value, while the labels are manufactured on demand, in short runs. The box was designed to ensure high perceived value at a low cost. We use cardboard, matte lamination, hot stamp, and monochrome printing. The labels are made of metallic BOPP film with special printing and cutting. The coffee, as it needs special protection against oxygen and other external agents, is protected in a plastic bag with valve.
Design Challenge: The main challenge was to make a paper packaging that had an exceptional aesthetics, but was functional, modular and easy to use. The solutions started from a design approach inspired by nature, observing formal solutions, modulation and visual appeal in mahogany seeds and coffee beans. Another difficulty was to reconcile a very organic design with requirements of economic and productive viability. In this sense, we work together with suppliers, testing materials, printing and assembly solutions that enabled packaging with high perceived value, but low production cost.
Research: The project started from a briefing interview, where the client's demands were defined. We then started market research that revealed the need for a more innovative approach to designing award-winning coffees. We analyzed luxury packaging, but the final inspiration came from observing nature and studying biomimetics. After the phase of creating alternatives, we go on to validation with the client, prototyping, and testing. Then we started the budget, feasibility analysis, adjustments, closing files, prototype approval and final production phase.
Inspiration: The packaging design was inspired by the shapes and modulations of seeds, in addition to the curves of Brazilian modernist architecture, allowing not only a very different look for the project but also the possibility of a unique modulation. The great insight of the packaging came from a walk in the park in Brasilia, where we found a mahogany seed that sparked our gaze to other sources of solution, such as the shape of the coffee bean and the curves of the Oscar Niemeyer's architecture, resulting in the construction of an elegant and innovative Brazilian symbology.
Project Duration: The project lasted 6 months, with 3 months in the design phase in Brasilia, 2 months in the adjustments, budget and production phase in Santa Catarina, and another 1 month in the training and launch phase, in Sao Paulo.
Operation Flow: The package assembly process is simple: the first step is to place the coffee in the plastic bag, extracting the oxygen, then take the package planned for assembly, carefully reinforcing the creases. After assembling the box, we insert the bag with the coffee in it and, finally, we seal the box with an adhesive label that defines the information about the product.
Team Members: Designer and Creative Director: Dimitri Lociks; Design member: Simone Turíbio; Feasibility consultant: Marília Turíbio
Image Credits: all images and videos: photographer Dimitri Lociks, study with shadows, 2021.