Cafe Guardiao Sephutheloana sa Kofi by Tipz

Cafe Guardiao Sephutheloana sa Kofi by Tipz is a highly esteemed winner of the very prestigious 2026 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2026

Cafe Guardiao Sephutheloana sa Kofi

by Tipz

Client: Cooabriel

Moputso oa Boronse oa A' Design Award Winner in Phuthelo Category

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Verified Award Winner

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Colors

The Design

About Cafe Guardiao Sephutheloana sa Kofi

Cafe Guardiao ke moralo oa sephutheloana bakeng sa kofi ea boemo bo phahameng e besitsoeng le ho siloa, e hlahisoang ke koporasi ea Brazil. Boitsebahatso ba pono bo theiloe holim'a setšoantšo sa lengeloi le leholo, se takiloeng ka mokhoa oa ho betla, moo mapheo a tšireletso e leng ntlha ea sehlooho ea litšoantšo. Mongolo o motenya o theha tatellano e hlakileng ea pono sebakeng sa thekiso. Lebanta la leibole le bolela boemo ba ho besoa, tšimoloho ea koporasi, le hore ke conilon e hloekileng ka liperesente tse 100. Khatiso ea flexographic holim'a kraft le lisebelisoa tse manehiloeng ka mokhoa o sa benyeng e fa sephutheloana sebopeho se sa benyeng le bokaholimo bo utloahalang ha bo angoa.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Cafe Guardiao Sephutheloana sa Kofi ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Cafe Guardiao Sephutheloana sa Kofi e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Cafe Guardiao Sephutheloana sa Kofi e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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