Segafredo

DATE: 05/2021
BRIEF: Create the naming and packaging
LABELS: PACKAGING · BRAND STRATEGY · ART DIRECTION
Packaging · 

THE CHALLENGE
To carry out the naming process and create a packaging design that explains the benefits of blockchain technology to the consumer, a consumer who seeks quality and cares about the origin, elaboration and social impact of the products they buy.

THE SOLUTION
After carrying out long and thorough research on blockchain, technology we have seen how its benefits go beyond ensuring product quality. They allow you to personally meet the professionals who make this coffee possible. For this reason, the new variety of Segafredo has been named Story, as a nod to the great masters who have chosen to show their real faces on their packaging, taking part in a photoshoot between Honduras and Helsinki. The shoot sought to capture the passion and dedication of these geniuses throughout the process. In terms of colour, a soft brown was chosen to add a touch of warmth, reminiscent of not only coffee, but also the tradition of the know-how expressed by the classical premium code (copper ribbon with the brown). To capture the network created by blockchain, the Segafredo S appears at the front. It is depicted as a link, extending from the beginning to the end of the process, emphasising how consumers have a unique opportunity to take part, using the featured QR code. For the most curious of consumers, this allows them to find the stories of John, Mary or Hans, who have contributed their talent so that consumers can enjoy this product.

FEATURES
Brand strategy
Packaging
Art Direction

PACKAGING IMAGE
Creative
Adventurous
Elegant
Personal