Doi Chaang Coffee: Packaging Design That Promotes Unity and Love

Award-winning packaging design showcases the diversity of coffee growers

The Doi Chaang coffee packaging design, created by Prompt Design, has taken the art of packaging to a whole new level. With its goal of protecting and promoting the Doi Chaang brand, this packaging design also aims to foster a sense of unity among the coffee growers themselves.

One of the unique features of this packaging design is the concept of showcasing pictures of various coffee growers, each representing a different hill tribe. By doing so, the packaging design not only promotes unity and love among the individual hill-tribe farmers themselves but also among their children in all of northern Thailand.

The Doi Chaang coffee packaging design has been realized using advanced technology. The aluminum foil pouch is offset printed with three Pantone colors and Spot UV, resulting in a visually stunning and high-quality packaging.

Measuring 10 x 5 x 30cm, the packaging design is not only visually appealing but also functional. The back of the packaging features a QR code that can be scanned for traceability checking, ensuring transparency and quality control.

The Doi Chaang coffee packaging design was created by a talented team led by Creative Director Somchana Kangwarnjit and Designer Naphalai Changmai. Thiyada Akarasinakul and Pantipa Pummuang were responsible for retouching the images, while Chirut Maneegam captured the stunning photographs.

The success of the Doi Chaang coffee packaging design is evident in its impact on the market. Within just one month of its launch, the coffee flew off the shelves and sold out. Customers were not only impressed by the taste of the coffee but also by the story conveyed through the packaging design.

The Doi Chaang coffee packaging design overcame various challenges, including the need to build unity and pride among the different hill tribes on Doi Chaang hill. By featuring pictures of each group of hill tribes wearing beautiful traditional clothes, the packaging design instilled a sense of pride in the coffee growers' families. This sense of pride not only strengthened their association with the brand but also conveyed love for Doi Chaang to their children.

The Doi Chaang coffee packaging design has received numerous accolades, including the prestigious Bronze A' Design Award in 2019. This award recognizes designs that exhibit strong technical and creative skills and contribute to quality of life improvements.

The Doi Chaang coffee packaging design is a testament to the power of design to create unity and love within an organization and among its stakeholders. It showcases the diversity of coffee growers and celebrates their contributions to the brand.