groundwork

• concept work

• packaging design

Groundwork has a strong low-key vibe to their branding that I like. I do think it will be interesting for them to expand on levels of product and that’s what I’ve come up with to add in a more high-end line as an expansion on their brand.

Goal: To create a more high-end line for their coffee but still fits well in their overall branding.

Design Process: The most critical thing for this design is hierarchy of information. I started with the name of the product which happens to be the origins of the coffee. The next information I want the the consumer to see is the type of coffee and size information, while using an illustration to aid a quick read of what this product is. Lastly, I added in details like using cenfrocafe to replace the accent mark and using an organic shape to mark the product as certified organic coffee.