Packaging for Shift Coffee by Toby's Estate Cofee Roasters

Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society

Melissa So - Shift by Toby's Estate Cofee Roasters

Shift is about challenging your perceptions and changing coffee experiences by putting all of your senses into play.

This is a coffee drinking experience gamified to test what you thought you knew about the coffee you drink on the daily.

Coffee geeks are putting their palates to the test to identify which coffee is from which country of origin. Each 33g bag is identified by only an icon, offering a small clue. The 33g bags only offer an opportunity to brew each coffee twice. The answers and tasting notes lay behind a scratch card. Play the game to find out how in tuned you are.

A typographic treatment with shifting planes was developed inspired by impossible shapes. The icons for each coffee origins were created using elements from the corresponding country flags.

Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society
Packaging for Shift Coffee by Toby's Estate Cofee Roasters / World Brand and Packaging Design Society

Design Agency : Melissa So
Article Title: Packaging for Shift Coffee by Toby's Estate Cofee Roasters
Brand / Project Name: Shift by Toby's Estate Cofee Roasters
Design Credits: Melissa So: art director, packaging designer, graphic designer and photographer (instagram @quiteso)
Production Credits : Printed by: http://www.johnstonpack.com.au/
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Product Brand Architecture
Design Deliverables: Consumer Retail Design
Location: Australia
Market Country: Australia
Market Region: Oceania
Project Type: In-house Design, Published
Project Category: Beverages
Consumer Packaging Format: Bag, Box
Consumer Substrate / Material: Pulp Board