Proshot Coffee: A Revolutionary Approach to Packaging Design

Mohsen Koofiani's Award-Winning Design Fuses Art, Awareness, and Coffee

The inspiration behind the Proshot Coffee packaging design is to create an interactive atmosphere between the consumer, nature, and the coffee producer. Koofiani has achieved this by creating imaginary characters that invite the consumer into a world often overlooked - the stages of coffee production and the importance of nature conservation. This design aims to increase awareness and appreciation for those who work hard to produce coffee, from planting to pouring.

What sets this design apart from others is the creation of these imaginary giants and their nomadic tools. These characters not only support the environment but also highlight the difficult stages of coffee production. The illustrations, done with the watercolor technique, and the use of shiny parts in the print technique, make the packages stand out. The design also leaves room for further creative explorations such as animations, figures, dolls, etc.

The design was realized using the watercolor technique for the illustrations. In the printed version, all the jewels of the giants are selected in a metallic way, making the colors in the selected parts shine like metallic. The package is a 3 layer, valved, side fold coffee package made of BOPP with dimensions of 140 mm width, 100 mm depth, and 360 mm height.

The project started in November 2020 in Shiraz and was completed in September 2021. It was exhibited in January 2022. The design process involved extensive field research and internet research on coffee processing methods, steps, varietals in different parts of the world, including the largest coffee producer. The result was the creation of a nomadic coffee processing method represented by giant characters.

One of the challenges in creating this design was creating nomadic tools and nature characters like the giant's tribe, happily working as coffee producers. This kind of character has never been on coffee packs before, but the result was surprisingly awesome and everybody loves them all.

Overall, the Proshot Coffee packaging design by Mohsen Koofiani is a testament to the power of design in creating awareness, evoking emotions, and telling a story. It's not just a package, but a bridge between the consumer, the producer, and the environment. And it's not just a design, but a work of art that has rightfully earned its place as a Silver A' Design Award winner.