Disainilahendus Excelencia Primaarne funktsioon: Kohvipakend, autor Tipz

Disainilahendus Excelencia Primaarne funktsioon: Kohvipakend, mille autor on Tipz, on kõrgelt hinnatud 2026 auhinna Rauaauhind A' Design Award võitja konkursi kategoorias Pakendidisain.

RaudPakend· 2026

Excelencia Primaarne funktsioon: Kohvipakend

disainer: Tipz

Klient: Guardiao

Auhind Rauaauhind A' Design Award kategoorias Pakend

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Teosest Excelencia Primaarne funktsioon: Kohvipakend

Raamatu tekst: Guardiao Excelencia kohvipakend kasutab visuaalset keelt, mis on tuletatud kaitseinglist pärinevast ikonograafiast. Välispinnal olev madalreljeefne pressitrükk kujutab kaitsva tiiva motiivi kombatavas vormis, kutsudes füüsilisele kontaktile enne mahuti avamist. Täpne tiivakujuline stantslõige määratleb avamispaneeli, muutes juurdepääsu akti teadlikuks rituaaliks. Esiküljel olev kuldne kuumpressitud pitser tähistab konkreetse tootja tunnustust. Pehme puutega matt lamineerimine kõigil pindadel tugevdab materjali kvaliteeti ja loob kontrasti struktuurse pressitrükitud reljeefiga.

Tunnustus

Auhinnast Rauaauhind A' Design Award

Excelencia Primaarne funktsioon: Kohvipakend on Rauaauhinna A' Design Award võitja, prestiižikas tunnustus, mis antakse headele disainidele, mis vastavad professionaalsetele ja tööstuslikele nõuetele, mida oodatakse hästi disainitud töödelt. Raudvõitjad näitavad oma loojate suurt oskust, kõrget spetsialiseerumist, asjatundlikku mõistmist ja loomingulist võimekust. Excelencia Primaarne funktsioon: Kohvipakend peaks olema kõrgelt hinnatud, imetletud ja armastatud looming, mis on praktiline ja uuenduslik. See Rauaauhinna A' Design Award võidudisain ühendab tööstuse parimaid tavasid ning tal on pädevad tehnilised omadused, mis on seotud oskusteabe ja andega. Excelencia Primaarne funktsioon: Kohvipakend on austatud oma põhjalikkuse eest ning on loodud pakkuma elukvaliteedi parandusi, mis aitavad teha maailma paremaks paigaks.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: 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%.
Mõõtmed ja pakend: 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.
Sildid: Coffee Packaging, Conilon Coffee, Specialty Coffee, Embossed Packaging, Brazilian Coffee, Archangel, Cooperative, Premium Packaging, Sensory Design, Producer Recognition
Tootmistehnoloogia: 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.
Disainiülesanne: 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.
Uurimistöö: 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.
Inspiratsioon: 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.
Projekti kestus: The project was developed in Vitoria, Espirito Santo, Brazil. The designed packaging was launched commercially in March 2025.
Tööprotsess: 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.
Meeskonnaliikmed: Creative Director: Ricardo Montenegro
Creative Designer: Mateus Montenegro
Art Assistant: Gabriel Mendes
Copywriter: Ian Fassina
Piltide autorid: 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