Melado Coffee Blends
THE LITTLE THINGS WITHIN PRODUCTION MAKE IT WHAT IT IS
This is a hypotheical BRAND AND PRODUCT, created as part of a university project. ORIGINAL CREATED IN 2020 AND REDESIGNED IN 2022. This case study focuses on the redesign process.
The Original – 2020
MELADO ORIGINAL PACKAGING – FLAVOURS: CARAMAEL APPLES & NUTS, JASMINE & POMEGRANTE, CHOCOLATE & BAKED SPICE (left to right)
Reflection
The original design process began with a list of interesting and unusual flavours for coffee – realistic and otherwise. From these, three were chosen and I experimented with mark-making techniques to create organic patterns that become the packaging.
I researched sustainable and environmentally friendly production methods for coffee, trying to incorporate what I had learned into the branding and labels.
At the time (2020), I was happy with the final result. It was different from the typical coffee packaging you'd see on the shelves of your grocery store. Playful, bright, and attention-grabbing. However, it lacked the polish I aimed to achieve in the rebranding.
The Redesign – 2022
The Rebrief
The rebranding of the package design captures the 'little things' that make a big impact on the brand and the production. Reaching back to my initial research into sustainable processes, the concept focuses on several key features: Direct Trade with the villages and farmers, receiving The Rainforest Alliance certification, and the use of sustainable biodegradable packaging. These qualities and practices help define the brand, Melado, and are represented through the small details, imperfections, and subtleties in the new illustrations.
REVISED BRAND IDENTITY – ICON AND WORD MARK
The Approach
It was important to carry the old branding through to the new. It began with reimagining the colour combos that represent each of the flavours, keeping key pops of colour using gouache paintings. The textuality of the first design is brought back in the obvious brush strokes in the background while the use of mark-making further the visualisation of the different flavour notes.
Chocolate & backed spice background
Chocolate & baked spice packaging
Jasmine & Pomegranate Background
Jasmine & Pomegranate packaging
Caramel apples & nuts background
Caramel apples & nuts packaging
The Result
The result is a more cohesive and elegant design. I would certainly pick up these coffee blends in the store, wouldn't you?
I learned so much from this project – from the process of package design and branding to different plastic-free packaging options and processes that will inform later commercial projects. Even now, this is still a memorable project for me, possibly even one of my favourites.
MELADO FINAL PACKAGING – FLAVOURS: CARAMAEL APPLES & NUTS, CHOCOLATE & BAKED SPICE (left to right)
MELADO FINAL PACKAGING – FLAVOUR: Jasmine & pomegranate
Check out some of my other illustrative works
I would like to acknowledge and pay respect to the Gammeraygal People of the Eora Nation whose Country I live and work on. I acknowledge their connection to the waterways and lands, and their connection to each other and their neighbours. I pay my respects to the Elders past and emerging, whose knowledge and spirit are ever-lasting. Sovereignty was never ceded – it always has been and always will be Indigenous Land.
