Moralo oa Excelencia Ho Paka Kofi ka Tipz ke mohlodi oa khau e hlomphehang haholo ya 2026 Moputso oa Tšepe oa A' Design Award Mokhahleong oa Tlhodisano oa Moralo wa Phuthelo.

TšepePhuthelo· 2026

Excelencia Ho Paka Kofi

ka Tipz

Moreki: Guardiao

Mohlodi oa Moputso oa Tšepe oa A' Design Award Mokhahleong oa Phuthelo

6,249

Mohlodi oa Khau ea Netefaditsweng

Netefatsa Boemo ba Khau bakeng sa #181276

Etela Sebaka Sheba ho A' Design Award Tokollo ya Boraditaba Baeche ya Moputso

Mebala

Moralo

Mabapi le Excelencia Ho Paka Kofi

Sepakiso sa kofi sa Guardiao Excelencia se sebelisa puo ea pono e nkiloeng ho litšoantšo tsa lengeloi le lekhethoa le sireletsang. Ho khabisa ka ho hatella ho tlaase ka ntle ho hlahisa moralo oa lepheo le sireletsang ka mokhoa o ka amoehang, ho memela ho kopana ka 'mele pele setshelo se buloa. Ho seha ho nepahetseng ka sebopeho sa lepheo ho hlalosa lehlakore le buloang, ho fetola ketso ea ho kena moetlong o rerileng. Tiiso e khabisitsoeng ka khauta e chesehang sefahlehong sa ka pele e tšoaea kananelo ea mohlahisi ka mong. Ho khabisa ka lamination e bonolo le e sa benyeng holim'a libaka tsohle ho matlafatsa boleng ba thepa 'me ho fana ka phapang ho moralo o hatelletsoeng.

Kamohelo

Mabapi le Moputso oa Tšepe oa A' Design Award

Excelencia Ho Paka Kofi ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Excelencia Ho Paka Kofi e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Excelencia Ho Paka Kofi e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

Ka Mora Moralo

Sete ya Boraditaba

Litlhaku, ditho tsa sehlopha le lintlha tsa botekgeniki tse fanoeng ke moetsi wa moralo.

Boleng bo Ikhethang: 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%.
Boholo le Phuthelo: 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.
Lithegi: Coffee Packaging, Conilon Coffee, Specialty Coffee, Embossed Packaging, Brazilian Coffee, Archangel, Cooperative, Premium Packaging, Sensory Design, Producer Recognition
Theknoloji ya Tlhahiso: 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.
Phephetso ya Moralo: 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.
Dipatlisiso: 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.
Kgothaletso: 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.
Nako ya Projeke: The project was developed in Vitoria, Espirito Santo, Brazil. The designed packaging was launched commercially in March 2025.
Tsamaiso ya Mosebetsi: 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.
Litho tsa Sehlopha: Creative Director: Ricardo Montenegro
Creative Designer: Mateus Montenegro
Art Assistant: Gabriel Mendes
Copywriter: Ian Fassina
Litlotla tsa Setshwantsho: 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