Luxury Coffee Branding: Molecule Design Developments

Upon reflection of my initial designs based on the molecules found within coffee I decided to refine the design seen in figure 1 in order to create a more professional and modern design. Consequently this lead to the use of a small section of the whole compound allowing a more simplified representation of the molecules found within coffee (see figure 2-3). This simplification lead to the use of the hexagon for the shape of the box creating a more interesting and engaging product design due to the unusual shape of the box (see figure 4). Furthermore within this design I decided to explore the use of a different typeface than that used in earlier experiments as I felt sticking to the same typeface was limiting my experimentation. The main issue when experimenting with this design was working out how the box would fit together through the use of a net (see figure 4). Thus leading to multiple tests being carried out to see how best to fit the unusual sized box together (see figure 5). An additional issue when developing the net was the idea to fit each box together so they would lye on top of each other within the gift set which was difficult due to the point at the top of the hexagon.

In relation to the design of the hexagon the lines within act as a grid for the contents to follow creating a structured and modern design (see figure 2). Placing all the information in one area allows the audience to quickly identify which roast they would like when the product is placed on the shelf. Furthermore it creates a consistent theme across each item of packaging allowing for a range to be established as customers can easily tell that the individual products are related (see figures 6-7). Furthermore each label would compliment each other within a gift set as they follow the same structure. In order to develop these designs further I decided to explore the use of colour within the label (see figure 7-8), for which I used colour used in previous experiments as I feel these effectively represent the colour change the beans go through throughout the production process. I also experimented with the incorporation of a more complex version of the pattern within the hexagon shape (see figure 3), however felt this was too overpowering and busy, taking away from the modern aesthetic achieved through the simple design and typeface used.

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