Excelencia Munus Principale: Involucrum Capulinum by Tipz is a highly esteemed winner of the very prestigious 2026 Praemium A' Design Award Ferreum in Designatio Involucri Competition Category.
FerrumInvolucrum· 2026
Excelencia Munus Principale: Involucrum Capulinum
by Tipz
Client: Guardiao
Praemium A' Design Award Ferreum Winner in Involucrum Category
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- Verified Award Winner
- Verify Award Status for #181276
The Design
About Excelencia Munus Principale: Involucrum Capulinum
Textus Libri: Involucrum capulinum Guardiao Excelencia lingua visuali utitur ex iconographia archangeli custodis derivata. Sculptura leviter eminens in exteriore parte motivum alarum protegentium forma tactili exprimit, corporalem contactum invitans antequam vas aperiatur. Incisura ad formam alae accurate elaborata tabulam aperturae definit, actum accessus in ritum deliberatum convertens. Sigillum aureo typo calido impressum in facie anteriore recognitionem singulorum productorum significat. Laminatio matta molli tactu per omnes superficies qualitatem materiae corroborat et contrastum ad sculpturam structuralem eminentem praebet.
The Recognition
About the Praemium A' Design Award Ferreum
Excelencia Munus Principale: Involucrum Capulinum victor est Praemii A' Design Award Ferreum, honoris amplissimi formis bonis dati, quae postulatis professionalibus et industrialibus ab creationibus bene formatis exspectatis satisfaciunt. Victores Ferrei magnam peritiam, altam specializationem, intellectum periti et facultatem creandi auctorum suorum ostendunt. Exspectatur Excelencia Munus Principale: Involucrum Capulinum creationem multum aestimatam, admiratam et carissimam, practicam et novam fore. Haec forma Ferreo victa optimas industriae consuetudines integrat et proprietates technicas idoneas, cum scientia et talento coniunctas, habet. Excelencia Munus Principale: Involucrum Capulinum ob diligentiam suam honoratur et ad vitae qualitatem emendandam formatum est, ut mundum meliorem reddere iuvet.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Guardiao Excelencia packaging creates a multi-sensory identity for premium Conilon. Low-relief embossing turns the guardian wings into a 3D texture on the surface, adding sophistication without extra ink. A wing-shaped die-cut forms the opening, while a gold hot-stamp seal honors each producer. Soft-touch matte lamination boosts contrast. After the Jan 2025 launch, Natural sales rose 50% and Fermented 30%.
- Dimensions & Packaging
- Package dimensions: 110 mm x 220 mm. Structured cardboard substrate. Exterior finish: soft-touch matte lamination. Surface treatment: low-relief embossing on wing motif panel. Opening mechanism: precision wing-shaped die-cut flap. Front accent: gold hot-stamp producer seal. Contents: roasted and ground conilon coffee. Two product variants presented in the same structural format: Natural and Fermented.
- Tags
- Coffee Packaging, Conilon Coffee, Specialty Coffee, Embossed Packaging, Brazilian Coffee, Archangel, Cooperative, Premium Packaging, Sensory Design, Producer Recognition
- Production Technology
- The packaging is produced in structured cardboard with soft-touch matte lamination applied to all exterior surfaces. The guardian wing motif is rendered through low-relief embossing without additional ink or foil, allowing the texture to communicate through light and touch alone. The opening panel follows a precision wing-shaped die-cut, which is a structural feature derived directly from the brand iconography. A hot-stamped gold foil seal is applied to the front face to mark individual producer recognition. All production processes are compatible with mid-run commercial printing.
- Design Challenge
- The primary challenge was overcoming established market perception of conilon coffee as an inferior variety. Designing credible premium packaging for a product with a historically stigmatized reputation required a strategy that was both visually grounded and commercially viable. The identity needed to stand apart from arabica-focused premium brands on shared retail shelving while remaining true to the cooperative's agricultural heritage. A secondary constraint was translating symbolic complexity, the archangel iconography and wing geometry, into production-feasible structural and print techniques at a mid-run scale.
- Research
- Qualitative research was conducted to understand consumer perception of conilon coffee within the premium specialty segment. Research objectives focused on identifying barriers to premiumization for this Brazilian variety and defining visual strategies to address them. Methods included field interviews with cooperative members and retail shelf observation. The archangel symbolism emerged from cultural and geographic immersion in the Espirito Santo region. Post-launch commercial data served as a quantitative measure of outcome, with the Natural variant recording a 50 percent sales increase and the Fermented variant a 30 percent increase.
- Inspiration
- Inspired by Saint Gabriel the Archangel and the coffee lands of Saint Gabriel da Palha, Espirito Santo, Brazil, the name was chosen by a priest to declare that the region’s livelihood is blessed and protected. That belief becomes design: a pack that opens through wing-shaped flaps, a physical seal that unfolds to reveal the coffee and suggest protection from farm to cup. It elevates Conilon beyond commodity, celebrating traceable origin, craftsmanship, and local pride.
- Project Duration
- The project was developed in Vitoria, Espirito Santo, Brazil. The designed packaging was launched commercially in March 2025.
- Operation Flow
- The package is opened by lifting two lateral wing-shaped flaps that replicate the archangel wing geometry of the visual identity. This opening gesture functions as a structured ritual: the wings unfold outward, framing the moment of first access to the product. Before the package is opened, the gold producer seal on the front face communicates origin and individual recognition. The embossed wing surface and the soft matte finish invite tactile engagement throughout handling. The overall interaction is designed to slow the act of opening and increase perceived value at the point of experience.
- Team Members
- Creative Director: Ricardo Montenegro
Creative Designer: Mateus Montenegro
Art Assistant: Gabriel Mendes
Copywriter: Ian Fassina - Image Credits
- Image #1: Photographer Gabriel Mendes, 2025
Image #2: Photographer Gabriel Mendes, 2025
Image #3: Photographer Gabriel Mendes, 2025
Image #4: Photographer Gabriel Mendes, 2025
Image #5: Photographer Gabriel Mendes, 2025
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