Silver Packaging Design · 2022
Proshot Coffee Package
- A' Design Award 2022 Silver Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Proshot Coffee
- Estimated Number of Design Views: 39,143
- Verification code 00AB805FEF · Verify this award
About Proshot Coffee Package
The project shows the process of coffee production from planting to presenting the product. The creation of these imaginary giants and their nomadic tools is to support the environment and consumer awareness of the difficult stages of coffee production, as well as to support people who work hard to make this product and are not seen. These revolutionary coffee characters refer to the child-inside of humans and their imaginary world. The illustration is done with the watercolor technique. Using shiny parts in the print technique will allow the packages to be more seen.
Proshot Coffee Package by Mohsen Koofiani represents a distinguished achievement in contemporary packaging design that seamlessly weaves narrative illustration with functional commercial communication. This work participates in a growing tradition of artisanal coffee branding that privileges storytelling and cultural depth over minimalist convention, suggesting influences from illustrated book traditions, mythological visual cultures, and the rich heritage of coffee ceremony across multiple civilizations. The technical accomplishment resides in the harmonious integration of detailed illustrative work—rendered with meticulous cross-hatching and selective chromatic accents—within a coherent brand system that maintains legibility and shelf presence. The designer demonstrates sophisticated understanding of color psychology, deploying cool blue-green tones to suggest freshness and brightness for one blend while warm crimson hues communicate depth and intensity for another, enabling intuitive consumer navigation between product variants. The fantastical creature at the composition's heart appears to reference diverse mythological traditions, perhaps evoking the protective spirits and ceremonial guardians found across coffee-cultivating cultures, while its meditative engagement with the roasting vessel elevates quotidian consumption to ritualistic significance. The material choices—kraft paper suggesting artisanal authenticity, matte surfaces inviting touch, glossy informational panels ensuring clarity—demonstrate thoughtful consideration of tactile experience alongside visual communication. One might observe how this work invites contemplation of the journey from bean to cup, from distant cultivation to intimate morning ritual, transforming commercial packaging into a vessel for cultural appreciation and sensory anticipation.
Press Kit
- Unique Properties
- The creation of these imaginary giants and their nomadic tools is to support the "environment" and consumer awareness of the difficult stages of coffee production, as well as to support people who work hard to make this product and are not seen. These revolutionary coffee characters refer to the "child-inside" of humans and their imaginary world. The illustration is done with the watercolor technique. using shiny parts in the print technique will allow the packages to be more seen.
- Dimensions & Packaging
- 3 layer, valved, side fold coffee package
Material: BOPP
Dimensions:
w: 140 mm
D: 100 mm
H: 360 mm - Tags
- Coffee, Proshot coffee, Giants, coffee packaging, Proshot coffee Giants, Package, Illustration, Character Design
- Production Technology
- In the design presented in the illustration section, the watercolor technique has been used.
In the printed version, all the jewels of the giants are selected in a metallic way (meaning that in the printed technique, the colors in the selected parts shine like metallic). - Design Challenge
- Creating nomadic tools and nature characters like the giant's tribe, happily working as coffee producers were a bit challenging. this kind of character has never been on coffee packs before, but the result was surprisingly awesome and everybody loves them all.
- Project Duration
- The project started in November 2020 in Shiraz and finished in September 2021 in Shiraz, and was exhibited in January 2022.
- Operation Flow
- 1. Revolutionary and funny giant characters sprits love and happiness in these pandemic years.
2. The relation between giant characters and their nomadic tools of coffee processing with nature, represents how care we must have to protect our environment and be aware of global warming while producing our products.
3. Wide variety of giants leaves our hands open for further designs such as animations, figures, dolls, etc. - Research
- Type of Research: Field research, internet research
Research Objectives: coffee processing methods, steps, varietals in different parts of the world including the largest coffee producer.
Methodology: case study and survey
Data Collection and Research Tools Used: coffee encyclopedia, coffee processing technology book, handbook of coffee processing, coffee rosters handbook.
Participants: Proshot coffee factory staff
Results: creating a nomadic coffee processing method represented by giant characters.
Effect in Real-Life: surprising, eye-catching, design that makes everybody interested including my daughter. - Inspiration
- The main purpose of designing this package was to create an interactive atmosphere between you, nature, and the producer. By creating imaginary characters and entering your "inner child", they tried to invite you to a world that you paid less attention to (the stages of coffee production and nature conservation to drink coffee). By doing this, you will pay more attention to those who produce coffee (from the time of coffee planting to the time it is poured into a cup).
- Image Credits
- Illustrator: Mohsen Koofiani
Creator: Mohsen Koofiani
Photographer: Mohsen Koofiani - Patents
- PROSHOT COFFEE Co.
©® 2022
Colors of Proshot Coffee Package
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Creative Food Packaging Design Services
We specialize in imaginative packaging design for food brands. With over 25 years of experience and multiple international awards, we create distinctive packages that tell your brand's story through watercolor illustrations and character design. Our work helps products stand out on shelves.
G0E3 ShopDesign Interview about Proshot Coffee Package
The main idea, taken from nature, from fantasy, there are guards who protect nature. I saw them as giants. This is the way nature produces coffee for us.
There were several purposes to this design, But the main focus is to show the coffee process steps through revolutionary designing giant characters doing the process as natural bodies. It has simply a good feeling for everyone. (the first is that I wanted to connect with everyone through an imaginary world. Secondly, I wanted to show everyone the stages of the coffee process. Thirdly, through these giants, I wanted to invite everyone to peace and reconciliation with nature.)
In the future, we intend to make famous all the giants on the packaging. Show the giants to everyone and we have a big plan to make them bigger. From making small dolls to making cartoons and movies.
Almost a year, from the time of idea generation to packaging printing.
This project was commissioned by Proshot Company. But I was in charge of the design idea and character creation and printing of the packages.
All the points of this project belong to Proshot Company and this is an exclusive and registered work.
When the decision was made to use these characters, we were all fighting the Covid pandemic. Depression and discouragement had crept into many people’s life. That's why I decided to put a smile on people's faces.
The idea, design, and illustration of this package were my responsibility.
Anyone who drinks coffee.
The difference is in how you approach the coffee packaging design. What you see on coffee packages around the world are all real-world images and approaches. But in the packaging of Proshot coffee, you will be faced with an imaginary world. In fact, we wanted to lead the customer to a world that does not exist at that moment.
Proshot means super happy in the ancient Persian language. It is already the brand name.
Pencil, paper, and watercolor
Illustration and creation of coffee giants.
Here I would like to express my special thanks to the Proshot Coffee Co. crew for their help in producing the content (familiarity with the coffee production process and tools). Undoubtedly, this would not have been possible without them.
In order to execute more correctly and better, all the lines on the colors had to be reconstructed. Colors were controlled. That's why I used graphic software when implementing it.
The process of coffee production and familiarity with simple tools required general research in ancient and modern coffee processing history. That's why I used a special researcher for this.
Creating characters that are both product-related and audience-friendly was hard work, and most importantly, it was the first time the coffee process steps were shown with cartoon characters on coffee packs.
When we saw that we had a good idea and a different implementation, we decided to see ourselves in this very important challenge.
And what's better than A'design.
And what's better than A'design.
I learned that to achieve a comprehensive and good job, you have to take a long time and wait.
I am very happy that I came out proud of this challenge. I'm happy for myself and for Proshot coffee.
Grand Interview about Proshot Coffee Package
When the idea of communicating with the audience through a story came to my mind, I tried to build a bridge between this idea and the audience. For that, I created a character and wrote their story. Yes, they became the guardians of nature and I decided that they would tell the story to the audience. Because the giants had unique characters and no one had ever looked at the story of coffee from such a perspective in coffee packaging, it became interesting for the audience and the giants could speak for themselves.
The watercolor technique in drawing and painting is a free and liberated method. Colors have their expression. The captivating spots in the colors are beautiful and impressive. That is why I used this technique, as it was close to the main theme of the story. In the printing technique, I considered all the ornaments of the giants shiny to emphasize them more. The luxury of the giants, while being simple and primitive, is a tangible contrast in today's world. The confrontation between workers who endure great hardship for a luxurious world.
The richest products are always created with different difficulties and skills. The most valuable products must have gone through a difficult path to be different. The more industrialized the production, the cheaper the resulting goods are. The use of nomadic tools in the giants reflects this principle. This shows that the giants live in a world far from industry and technology and that the products they obtain with difficulty are very valuable.
To get the answer to this question, I will give a topic. I hope I can give a good answer. We live in a world where everything is created through the process of "feeling a need". When society is immersed in various issues, as a designer, I try to create a work with my creativity that is more visible and meets the visual and emotional needs of society. Laughter and good feelings have a great impact on the audience's understanding of your story.
When the movement trend of a product in the market is clear, a different path can always make you more visible. You should always appear in a way that others will talk about you. The difference in the vision and purpose of your message is not visible at first, but over time, this difference will open its way and will have its impact on the heart. Undoubtedly, there were many difficulties in implementing this idea, but when it comes to winning hearts, everything takes on a different color. This idea affects the viewer through the "inner child".
There are different ways to get the message across to the consumer. But you have to find a way. When you step into the human being, you can see a different imaginary world. All humans have this world. When a different story is created, a window opens in the audience where they find themselves in a part of that story. At that moment, no one pays attention to what they see but only follows the story and that strange world. This is a profound impact. That is where the story tells its narrative easily.
The chosen packaging is a normal form in the coffee packaging process. Its three-layer structure helps preserve the aroma and flavor of the coffee. However, the glossy packaging technique makes it more attractive and focuses the audience's attention on the design.
When I started researching the coffee process, I was looking for a way to get my message across to the audience. Using an industrial coffee production environment didn’t help. So I was looking for something that could have a big impact. Something that could tell the story in an exciting and different way. Creating a different character was the best tool. Something that didn’t exist before or was rarely seen. And those were the giants of Proshot Coffee.
Bringing these giants to life will be more impressive than their images. Each of the packages has a complete story and can convey multiple messages to the audience. Without a doubt, the animation of the giants will be very impressive. In addition, making different character figures of the characters, and designing mugs, keychains, T-shirts, etc. can be very effective in promoting the brand. Collecting them for a different collection will be very attractive. It can even be seen in terms of different age categories and branding can be expanded to different age groups. From small to large character figures.
In general, when a design with a clear story and a different and influential idea is seen on a global level, the theory arises in different industries that the packaging design process can play an effective role in the growth of the brand and its impact on the audience. Therefore, they will not be indifferent to it and will pay more attention to it in the future. But it will also have an impact on the coffee industry. Without a doubt, manufacturers will realize that the current trend in the market will not be the only way to communicate with the customer.