【包裝】超高顏值的咖啡豆

設計 06-16

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Target was the first mass-retailer to offer fair trade coffee to its millions of guests. Knowing their shoppers are increasingly curious about product sourcing and large-scale impact, the brand recently revitalized their assortment of Archer Farms coffee to better reflect the product story 「from farm to cup,」 and partnered with COLLINS to reimagine the new and improved offering. As we know, coffee is a complicated category for guests to navigate; not only are there a number of cues that must be taken into account across flavor, roast and origin, but beans and single-serve cups also sit tightly packed, side-by-side on shelf. We worked with our Target partners to develop a design system that tells a genuine story, bringing the inherent Archer Farms product and provenance qualities to life. We wanted to encourage guests to make easier comparisons between the range of products in the aisle. The unified grid system at the top of each bag clearly indicates key attributes across name, flavor cues and origin. We invited a number of international illustrators to create a scalable, custom solution to showcase the varieties of coffee, emphasizing how and where the beans are grown —building on Target』s commitment to sustainable sourcing. The Archer Farms brand features a wide selection of flavors, roasts, origins, fair trade and direct trade varieties with quality tiering and organic options and is exclusively sold at Target. Credits: Agency: Collins Chief Creative Officer: Brian Collins Design Director: Jules Tardy Designer: Flora Chan Producer: Courtney Shares Target Creative: Creative Director: David Hartman Associate Creative Director: Steve Jockisch Designers: Brad Norr, Luke Hunt.

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塔吉特是第一家為數百萬賓客提供公平貿易咖啡的大型零售商。了解到他們的顧客對產品的採購和大規模的影響越來越好奇，這個品牌最近重新注入了他們的弓箭農場咖啡，以更好地反映「從農場到杯子」的產品故事，並與柯林斯公司合作，重新設想新的改進的產品。正如我們所知，咖啡對客人來說是一個複雜的類別，不僅要考慮到各種口味、烘焙和原產地的因素，而且咖啡豆和單杯咖啡也緊密地放在貨架上。我們與我們的目標合作夥伴一起開發了一個設計系統，它講述了一個真實的故事，將固有的弓箭農場產品和來源的品質帶到生活中。我們想鼓勵客人們更容易地把產品的種類放在過道上。每個袋子頂部的統一網格系統清楚地顯示了名稱、味道提示和來源的關鍵屬性。我們邀請了一些國際插畫家來創建一個可伸縮的、自定義的解決方案來展示咖啡的種類，強調咖啡豆是如何和在哪裡種植的，以達到目標對可持續採購的承諾。阿徹農場品牌的特點是多種口味、烘烤、起源、公平貿易和直接貿易品種，有優質的提純和有機的選擇，而且是專門銷售的。