Salvita Bingelyte's 'The Mood for Coffee': A Blend of Design and Flavor

Hand-drawn Monkey Illustrations Reflect Coffee's Mood and Flavor

The design features branding and packaging for an international coffee company's single-origin, premium Arabica beans from five coffee regions: Ethiopia, Tanzania, Indonesia, Zimbabwe, and Colombia. The packaging is distinctively marked with hand-drawn, vintage-inspired monkey illustrations on kraft paper. Each monkey's expression subtly hints at the flavor profile of the coffee, such as sour citrus or smooth chocolate, creating a playful and memorable image.

The design's unique properties lie in its ability to evoke a mood that reflects the coffee's flavor profile. The monkeys, often associated with diplomacy, intellect, and wisdom, are adorned with hats, adding an element of sophistication to the design. This ironic sophistication is aimed at attracting coffee drinkers interested in complex flavor characteristics.

The design was realized using black ink on kraft paper, a choice inspired by the color of coffee. The packaging dimensions are 140 mm in width, 95 mm in depth, and 330 mm in height. The design project was undertaken in Lithuania from August to December 2017.

Creating the monkey expressions was a significant challenge. It took over a month of creating numerous illustrations, altering their eyes, expressions, or entire faces, and constantly testing reactions from people. The final illustrations achieved positive results, presenting a sophisticated character with a hint of humor.

The design was awarded the Golden A' Packaging Design Award in 2018, a testament to its outstanding and trendsetting creation. The award recognizes marvelous creations that reflect the designer's prodigy and wisdom, embodying extraordinary excellence, and significantly impacting the world with their desirable characteristics.