2013   2014   2015   2016   2017  

Single-origin coffee:   Java   Ethiopia   Colombia  

The making of the packaging for single-origin coffee 2014

Overview   Process  

Getting the task: to create labels for single-origin coffee packs.

single origin 2014 process 01

Art director: No, it’s all bad. Just look at how beautiful the packaging for coffee blend #330 was.

Trying to repeat the design of the blend #330.

single origin 2014 process 02

Art director: The background has to be white. And I want a normal layout.

single origin 2014 process 03

Art director: That’s better. All the flags must be in the same place.

Changing the background color to a slightly milky one, it makes the illustrations blend in better.

single origin 2014 process 04

Art director: Where’s the text in English?

Adding the English translation of all the texts.

single origin 2014 process 05

Art director: What about grams?

Consulting the editor for the best way to translate grams.

single origin 2014 process 06

Art director: OK.

Sending the result to the typesetter.

Typesetter: We’ve changed the layout slightly. The text column is now wider and the margin between the heading and the small text is now larger. Should I prepare it for print?

single origin 2014 process 07

Art director: I don’t like how there are so many different point sizes in the title. You need to insert the logo of our cafés. And cut down on the number of point sizes.

Typesetter: The café logo looks odd in the heading. Maybe, put it on the side? Though it will be too small there. If we were to make it larger, it has to be at the bottom, but then we’ll have to make the women smaller and they won’t be as expressive. I’ve also decreased the number of point sizes.

single origin 2014 process 08

Typesetter: Here’s another option. But the complex cut-out will bring up the production cost.

single origin 2014 process 09

Art director: Then we can add the text at the top without the cut-out.

Typesetter: What if we give the packs individual background colors? Also, the chief typesetter suggests to replace the typeset names with calligraphic ones. Here is an example.

single origin 2014 process 10 1
single origin 2014 process 10 2

Art director: I’m not sure about different background colors. The calligraphy is all right.

Asking the illustrator to write the names in Russian and in English. Done.

single origin 2014 process 11

Art director: Let’s put the top text on a black bar with bleeding. Also, the pink background won’t work.

single origin 2014 process 12

Art director: The rounding radius is huge. It has to be like on a credit card.

single origin 2014 process 13

Art director: Make it even more tight and compact. The margin on the left is too large and the bar on top is too spacious.

single origin 2014 process 14

Art director: It’s missing something, it just doesn’t look cool. The text block looks especially cheap.

single origin 2014 process 15

Art director: Not tasty and not nice.

Typesetter: Maybe we should get back to the black background?

single origin 2014 process 16

Art director: It might be better this way, but the layout of the text block on black background is too round, it diverts all the attention.

Typesetter: I made the café logo slightly thicker and moved the studio logo away from the top bar.

1. The flag is corner to corner with the logo.

2. The alternative background color.

3. The flag and the logo are not connected, but the name of the coffee is more visible.

single origin 2014 process 17

Art director: Number two and let’s try to put the Russian and English texts on both sides of the picture.

single origin 2014 process 19

Art director: You can remove the studio logo. The coffee name in English can be larger.

single origin 2014 process 20

Art director: OK, but I still don’t like the (g).

single origin 2014 process 22

Sending to the editors and making color proofs.

single origin 2014 process 21

Project manager: We have to replace the RST certification with EAC and remove the GOST.

single origin 2014 process 23

Approving the color proofs after the third try. Sending to print.

The print run goes immediately to the factory and is used in the packaging. Getting the first batch of coffee and noticing incorrect corner rounding. But the packages are already in stores. One of the customers writes to Artemy to say that the flag on the Colombian coffee is wrong and that the name of coffee should be “Colombia” in English.

single origin 2014 process 24

Fixing all the mistakes.

single origin 2014 process 25


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