Mazurro 咖啡包裝 by 19 Poludnik Agencja Reklamowa

Mazurro 咖啡包裝 by 19 Poludnik Agencja Reklamowa is a highly esteemed winner of the very prestigious 2021 A' Design Award 鐵獎 in 包裝設計 Competition Category.

鐵包裝· 2021

Mazurro 咖啡包裝

by 19 Poludnik Agencja Reklamowa

Client: Mazurro

A' Design Award 鐵獎 Winner in 包裝 Category

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Colors

The Design

About Mazurro 咖啡包裝

Mazurro係一款咖啡包裝設計。設計以字母M為基礎，構建出獨特嘅圖案，令咖啡袋呈現出強烈而具主導性嘅視覺效果。簡約嘅幾何造型同強烈嘅對比，令咖啡袋喺貨架上格外突出。呢個圖案嘅靈感源自維也納工作室創辦人約瑟夫·霍夫曼（Josef Hoffmann）嘅作品，佢簡潔嘅造型風格對早期現代主義影響深遠。咖啡袋採用柔版印刷（flexographic printing）製作，提供三種口味，每種各有不同顏色，並以白色底印喺特定區域營造出金屬質感效果。

The Recognition

About the A' Design Award 鐵獎

Mazurro 咖啡包裝是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Mazurro 咖啡包裝將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Mazurro 咖啡包裝因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The packaging design is based on a very distinctive pattern hinged on the letter M. It determines the strong, dominant look of Mazurro coffee bags. The minimalistic, geometric form and strong contrasts combined with an Italian vibe make the bags stand out on store shelves. Mazurro identity is a playful game of artistic conventions, an almost derealized or detached movie-like experience.
Dimensions & Packaging: 500g packaging: Width 130mm x Depth 75mm x Height 270mm
Tags: coffee packaging, packaging design, packaging, coffee, brand identity, communication
Production Technology: The packaging design was printed on flexographic printer.
Design Challenge: The challenge was to create an Italian coffee with a brand name that doesn't exist in Italian.
Research: It was a multi-stage process. Basically, the process was divided into two stages: internal-with the client, at his company (team analyzing the market and various data, the basic assumptions of the project and priorities) and external, when the guidelines are sent to our studio and with the close cooperation of both units, they end with the creation of a new packaging design.
Inspiration: The main theme of visual communication is an expressive graphic pattern based on the letter M. The symbol is inspired by the works of Josef Hoffman, the founder of the so-called Viennese workshops, whose design, based on simple forms, set the direction for later modernism.
Project Duration: The project started in April 2020 in Katowice and finished in August 2020, and the online shop was launched in November 2020.
Operation Flow: The graphic design is stripped of unnecessary additional decorations, because the spectacular packaging itself` is the decoration.
The pattern is inspired by the works of Josef Hoffman, the founder of the famous Vienna Workshop. The inspiration is not accidental. Vienna Workshop was ahead of its time, laying the foundations for modernism in design. We have limited the product portfolio to 3 flavors. Each of them differs in color and printing method - selecting a white underprint in order to obtain a metallic effect in designated places.
Patents: Not applicable.
Team Members: Paweł Mikołajec
Dawid Koruszowic
Image Credits: Main Image, Image #1: Creator 19 Południk, 2020, Image #2, #3, #4: Photographer Marcin Kempski, 2020
Video Credits: Creator 19 Południk, Mazurro - Brand Identity - Packaging Communication - Case Study, 2020