Brand Identity, Packaging, Art Direction
How do you design a filter coffee brand for a modern, design-conscious consumer?
If you like South Indian food, you probably know about filter coffee. It’s a steaming hot, sweet cup of perfection. The perfect start to your morning.
I grew up seeing packets of filter coffee decoction in my fridge. As I looked at the graphic design on these products, I noticed something. They felt really outdated. Sure, they have their own charm – but the jumble of fonts, images and copy splattered all over the product just didn’t feel sleek and modern to me.
We have access to good design in our daily lives. Skincare, makeup, technology, even toothpaste. Why has something as essential as filter coffee been left out? How do you redesign an essential Indian product for a global, design-conscious, modern audience?
KAAPI is a brand that fills that gap. “Kaapi” means coffee in many South Indian languages. The visual language features bright, energetic colours with circles of light pulsing from the centre. I thought of the feeling that filter coffee gives you – a glowing, central warmth that starts from your core and spreads to every part of your body. Powering up your system for the day ahead.
When we pair this visual treatment with a bold, modern typeface – we can apply it in many different ways and create a brand that feels fun, cool and memorable. Transforming a well-loved but outdated product into a design object that consumers cherish.
If you like South Indian food, you probably know about filter coffee. It’s a steaming hot, sweet cup of perfection. The perfect start to your morning.
I grew up seeing packets of filter coffee decoction in my fridge. As I looked at the graphic design on these products, I noticed something. They felt really outdated. Sure, they have their own charm – but the jumble of fonts, images and copy splattered all over the product just didn’t feel sleek and modern to me.
We have access to good design in our daily lives. Skincare, makeup, technology, even toothpaste. Why has something as essential as filter coffee been left out? How do you redesign an essential Indian product for a global, design-conscious, modern audience?
KAAPI is a brand that fills that gap. “Kaapi” means coffee in many South Indian languages. The visual language features bright, energetic colours with circles of light pulsing from the centre. I thought of the feeling that filter coffee gives you – a glowing, central warmth that starts from your core and spreads to every part of your body. Powering up your system for the day ahead.
When we pair this visual treatment with a bold, modern typeface – we can apply it in many different ways and create a brand that feels fun, cool and memorable. Transforming a well-loved but outdated product into a design object that consumers cherish.