Cafe Guardiao 커피 패키징 by Tipz is a highly esteemed winner of the very prestigious 2026 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2026

Cafe Guardiao 커피 패키징

by Tipz

Client: Cooabriel

A' Design Award 동상 Winner in 패키징 Category

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The Design

About Cafe Guardiao 커피 패키징

카페 과르디앙(Cafe Guardiao)은 브라질 협동조합에서 생산하는 프리미엄 로스팅 원두 및 분쇄 커피를 위한 패키지 디자인이다. 비주얼 아이덴티티의 중심에는 판화 기법으로 표현된 대천사 일러스트레이션이 자리하며, 보호를 상징하는 날개가 지배적인 그래픽 요소로 작용한다. 볼드한 타이포그래피는 매장 진열 시 명확한 시각적 위계를 형성한다. 라벨 밴드에는 로스팅 정도, 협동조합 원산지, 100퍼센트 순수 코닐론 함량이 표기되어 있다. 크라프트지와 무광 라미네이팅 소재에 적용된 플렉소 인쇄는 패키지에 무광 마감과 촉각적인 표면감을 부여한다.

The Recognition

About the A' Design Award 동상

Cafe Guardiao 커피 패키징, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Cafe Guardiao 커피 패키징, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Cafe Guardiao 커피 패키징, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

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

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.
Dimensions & Packaging: This package is 110 mm wide, 60 mm deep, and 220 mm tall.
Tags: coffee packaging, conilon coffee, cooperative branding, product redesign, brand repositioning, matte packaging, food packaging, Brazilian design, premium packaging, point of sale
Production 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.
Design 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.
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.
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.
Project Duration: The project was developed in Vitoria, Espirito Santo, Brazil. The new packaging was launched in January 2025.
Operation Flow: 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.
Team Members: Creative Director: Ricardo Montenegro Pessanha
Creative Designer: Mateus Matos Montenegro