Cafe Guardiao Te Pūhera Kawhe by Tipz is a highly esteemed winner of the very prestigious 2026 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2026

Cafe Guardiao Te Pūhera Kawhe

by Tipz

Client: Cooabriel

A' Design Award Parahi Winner in Takai Category

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Verified Award Winner
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Colors

The Design

About Cafe Guardiao Te Pūhera Kawhe

He hoahoa pūhera a Cafe Guardiao mō tētahi kawhe kounga rawa kua tunua, kua hurihia hoki, he mea whakaputa nā tētahi rōpū mahi tahi o Parahi. Ko te tuakiri ataata e whakapūmautia ana e tētahi pikitia o te tino anahera, i tuhia ki te momo whakairo, me ngā parirau tiaki hei huānga whakairoiro matua. Mā te tuhinga taipono ka hangaia he raupapatanga ataata mārama i te wāhi hoko. Kei runga i tētahi rīpene tapanga ngā kōrero mō te taumata tunu, te takenga mai i te rōpū mahi tahi, me te kiko conilon parakore 100 paiheneti. Mā te tānga flexographic ki runga i ngā papa kraft me te papanga whakakikorangi kōhatu ka whai kiri kōhatu, kiri pāngia hoki te pūhera.

The Recognition

About the A' Design Award Parahi

Ko Cafe Guardiao Te Pūhera Kawhe te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Cafe Guardiao Te Pūhera Kawhe he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Cafe Guardiao Te Pūhera Kawhe i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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