Responses by Podpunkt.
Background: Karbowane Ziarno, a coffee roasting company based in Warsaw, sells its coffee through a direct sales model to friends of the brand, primarily individual customers and small businesses. The target audience consists of coffee lovers, mainly residents of Warsaw and other large cities.
Karbowane Ziarno aims to expand its reach by targeting new audiences, including individual customers, coffee distributors, stores and cafes that offer whole bean coffee. The goal is to build brand recognition, increase awareness among coffee enthusiasts and foster an engaged community around the Karbowane Ziarno brand.
Design thinking: Karbowane Ziarno offers beans imported from friendly coffee plantations in South America. The region’s landscape is inextricably linked with the Amazon rainforest—the biggest forest in the world, covering an area larger than the whole of Europe and a refuge for many unique animals and beautiful plants. Venturing into the jungle is an exciting challenge and a pleasure for the senses. Similarly, Karbowane Ziarno’s coffee offers a strong, unique aroma and an unconventional, addictive taste. We decided that the brand narrative would revolve around the exploration of an unknown jungle, portraying a fascinating, unfamiliar world.
Challenges: The brand has intense competition and limited promotion budgets with its small size. Our goal was to find solutions that enable engaging communication, generate multiple simple themes and adapt easily to various channels.
Favorite details: We are proud of the illustration we created and the brand narrative. The jungle illustration is a key theme—visually strong, carrying a certain mystery and hiding many details. Good coffee is rich in aromas discerning connoisseurs can discover and appreciate. We feel that we found and illustrated the perfect motif: a jungle adventure, with a mysterious aura, and an invitation to explore it together. Wandering in the jungle comes with its own risks, but you can experience a unique adventure.
Visual influences: We drew inspiration from the visual and auditory elements of jungle videos. We wanted Karbowane Ziarno customers to feel the same. To accomplish this, we developed materials that utilize Near Field Communication technology, enabling users to seamlessly transition from beautiful illustrations to nature documentaries about the Amazon or coffee growers.
Alternate paths: The logo on the packaging should be bigger. We will change it on the packaging reprint.
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