Chinese characters are one of the earliest forms of written language in the world and as an art form, written Chinese is still an integral aspect of Chinese culture which evolved over several thousands of years from pictographs of an item, action, event etc. 醒醒咖啡 is an instant coffee brand mixed with natural ingredients – maca and guarana which have an impressive range of stimulants that gives energy and drives libido. 醒醒 “wake” and 咖啡 “coffee” draws inspiration from this and the logo is designed to resemble a pictogram holding a mug with the character 星, where the top of the word 日 “day” and the other is replaced with the word 月 “night” allowing the company to have various lineup of drinks that are consumable day or night for the future.
The product target audience being middle aged and above with a premium price positioning, we implemented familiar oriental elements in an elegant way starting with the majestic mythical creature – a dragon, which depicts the male reproductive organ and with the product’s stimulating USPs like increases libido, rich in antioxidants, improve focus etc, opening the box will show an awakened dragon among the mountainous terrain in bright red bring the feeling of strength, passion and love. The beige base colour for the packaging symbolizes natural as it is a common colour found in nature. In detail, the visuals are formed by dots using pointillism technique – representing instant coffee granules to form beautifully intricate visuals alongside various matte gold stamping elements and solid packaging construction to deliver the packaging’s premium and elevated look.
