Reviving History Through Design: Al Mocha Port Coffee Packaging

Elena Gamalova's Award-Winning Packaging Design Inspired by Historic Arabian Coffee Trade

Al Mocha Port, a major player in importing and roasting specialty coffee in Saudi Arabia, sought to reflect its deep-rooted expertise and uniqueness through a rebranding and packaging design. The task fell to Elena Gamalova, who drew inspiration from the brand's name and the coffee's provenance. Al Mocha port in Yemen is the world's oldest marketplace for Arabian coffee, symbolizing intangible heritage and perpetual tradition. This historic connection became the cornerstone of Gamalova's design.

The packaging design is a blend of simplicity and attention to detail. The front side features three different plain colors - navy blue, forest green, and gold - aimed at attracting customer attention. The sides of the packaging showcase coffee illustrations, emphasizing the manufacturer's meticulous approach to product selection. Each pouch is bright and perceptible, simplifying the purchasing decision for the buyer.

Technical aspects of the design include the use of an aluminum stand-up pouch with a flat bottom and quad seal. The dimensions of the pouch are 125 mm in width, 80 mm in depth, and 195 mm in height, designed to hold 250 grams of coffee. The packaging's functionality is further enhanced by a flexible labeling system. This system allows the brand to use the same pouch with different coffee labels, adapting their offerings throughout the year.

The design project, which began in September 2020 in Dammam, Saudi Arabia, was completed in January 2021. Gamalova faced the challenge of creating packaging that would reflect Al Mocha Port's specialty coffee selection and attract new customers in a highly competitive market. The packaging needed to be clean, understandable, distinguished, and not overloaded with information, bridging the past and the present. The successful execution of this design earned Gamalova the Silver A' Packaging Design Award in 2022.

Al Mocha Port's new packaging design is a testament to the power of history and culture in shaping a brand's visual identity. By drawing on the rich heritage of the Arabian coffee trade, Elena Gamalova has created a design that not only stands out on the shelf but also tells a story, creating an emotional bond with the target audience. This innovative approach to packaging design serves as an inspiration for brands and designers alike, demonstrating the potential of design to revive history and connect it with the present.