Excelencia بنيادي ڪارج: ڪافي جي پيڪيجنگ by Tipz is a highly esteemed winner of the very prestigious 2026 A' Design Award لوهه انعام in پيڪيجنگ ڊيزائن Competition Category.
لوههپيڪيجنگ· 2026
Excelencia بنيادي ڪارج: ڪافي جي پيڪيجنگ
by Tipz
Client: Guardiao
A' Design Award لوهه انعام Winner in پيڪيجنگ Category
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The Design
About Excelencia بنيادي ڪارج: ڪافي جي پيڪيجنگ
ڪتاب جو متن: گارڊائو ايڪسيلينسيا ڪافي جي پيڪيجنگ هڪ بصري ٻولي استعمال ڪري ٿي جيڪا هڪ نگهبان مقرب فرشتي جي علامت نگاري مان اخذ ٿيل آهي. ٻاهرين پاسي تي گهٽ اڀار وارو نقش حفاظتي پرن جي نموني کي محسوس ٿيندڙ صورت ۾ پيش ڪري ٿو، جيڪو دٻي کولڻ کان اڳ جسماني رابطي جي دعوت ڏئي ٿو. هڪ درست پر جي شڪل وارو ڊائي ڪٽ کولڻ واري پينل کي واضح ڪري ٿو، جيڪو رسائي جي عمل کي هڪ سوچيل سمجهيل رسم ۾ تبديل ڪري ٿو. اڳئين پاسي تي هڪ سونهري گرم مهر انفرادي پيدا ڪندڙ جي سڃاڻپ کي ظاهر ڪري ٿي. سڀني سطحن تي نرم ڇهاءُ واري ميٽ لئميليشن مادي جي معيار کي مضبوط ڪري ٿي ۽ ساختياتي اڀريل نقش سان تضاد فراهم ڪري ٿي.
The Recognition
About the A' Design Award لوهه انعام
Excelencia بنيادي ڪارج: ڪافي جي پيڪيجنگ A' Design Award لوهه انعام جو کٽيندڙ آهي، معزز اعتراف جيڪو انهن سٺين ڊيزائنن کي ڏنو وڃي ٿو جيڪي چڱيءَ طرح ڊزائين ڪيل تخليقن کان متوقع پيشه ورانه ۽ صنعتي گهرجون پوريون ڪن ٿيون. لوهه جا کٽيندڙ پنهنجي خالقن جي وڏي مهارت، اعليٰ ماهري، ماهرانه سمجھ ۽ تخليقي صلاحيت ڏيکارين ٿا. Excelencia بنيادي ڪارج: ڪافي جي پيڪيجنگ کان اميد ڪئي وڃي ٿي ته اهو هڪ تمام گهڻو قدر ڪيل، ساراهيل ۽ پياري تخليق هوندو جيڪو عملي ۽ جدت وارو آهي. هي ڊيزائن جنهن A' Design Award لوهه انعام کٽيو آهي، صنعت جا بهترين طريقا گڏ ڪري ٿو ۽ علم ۽ صلاحيت سان ڳنڍيل قابل ٽيڪنيڪل خاصيتون رکي ٿو. Excelencia بنيادي ڪارج: ڪافي جي پيڪيجنگ جي سنجيدگيءَ ڪري عزت ڪئي وڃي ٿي ۽ اهو زندگيءَ جي معيار ۾ بهتري آڻڻ لاءِ ٺاهيل آهي جيڪا دنيا کي بهتر جڳهه بڻائڻ ۾ مدد ڪري ٿي.
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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