Cafe Guardiao Cafen Itlapacholiz by Tipz is a highly esteemed winner of the very prestigious 2026 Mahuizolli A' Design Award Bronse in Tlaquimilolli Tlachihchihualiztli Competition Category.
BronseTlaquimilolli· 2026
Cafe Guardiao Cafen Itlapacholiz
by Tipz
Client: Cooabriel
Mahuizolli A' Design Award Bronse Winner in Tlaquimilolli Category
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The Design
About Cafe Guardiao Cafen Itlapacholiz
Cafe Guardiao ce tlapacholiztli tlahtlaliliztli ipampa ce cafen tlen huel cualli, tlatlehuatzalli ihuan tlatextilli, tlen quichihua ce cooperativa Brasil chaneque. In ixnezcayotl motlalia ipan ce arcángel tlahcuilolli, tlen omochiuh ica engrabado tlachihualiztli, ihuan in itlapalehuiliz iahtlapalhuan yehuatl in ocachi hueyi tlanezcayotl. In chicahuac tlahcuilolmachiyotl quichihua ce cualli tlachializ tlatecpanaliztli campa monamaca. Ce amatlahcuilolli quihtoa quenin tlatlehuatzalli, canin ohualla itech in cooperativa, ihuan ca 100 por ciento chipahuac conilon. In flexografia tlacopinaliztli ipan kraft amatl ihuan matte tlapepecholli tlamantli quimaca in tlapacholiztli ce amo pepetlaca ixtli ihuan ce cualli momatoca panitl.
The Recognition
About the Mahuizolli A' Design Award Bronse
Cafe Guardiao Cafen Itlapacholiz ca in quicuic in Mahuizolli A' Design Award Bronse, hueyi tlamahuizoliztli tlen momaca in cualli tlachihualli in motenehua ipampa yancuic tlamantli, tlamatiliztli ihuan ixtlamatiliztli. In quicuicah Bronse ca tlachihualli in quipia toltecayotl ihuan quinextia in cenca miac nemiliztli ihuan tlamatiliztli intlachihuanime. Ca quinequi in Cafe Guardiao Cafen Itlapacholiz ca tlazohtli tlamantli, mahuiztic ihuan cualli. Ni dizayno in quicuic Bronse quipia cualli toltecayotl ihuan quitta in tlen tepiton. Cafe Guardiao Cafen Itlapacholiz quipaquiltia in tlacah ihuan quitlamahuiztiltia in intlanequiliz.
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
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