Standout Features:
- Earth-toned color story
- Illustrated foliage
- Refined serif typography
aiRe Studio, a design firm that believes in building experiences through collaboration, developed the packaging for Hikari.
The brand's mission was to offer the first-hand essence of a coffee farm, and the visual identity needed to capture this traditional value for a modern audience.
The packaging employs a grounded palette led by a deep forest green, which is contrasted with a rich terracotta-brown side panel.
These tones carry strong connotations of being organic and agricultural. For example, the contrast between the deep greens and the warm oranges in the coffee cup hints at a sunrise over the coffee fields.
A 2018 Ipsos poll revealed that packaging design is a significant influence on the purchasing decisions of 72% of American consumers. As such, this visual storytelling is a key driver of sales.
A modern graphic design treatment of leaves appears in two key executions on the packaging: leaves framing the top of the coffee bag and bold, flat-color leaf illustrations as a design pattern.
Additionally, you'll see a very refined serif font used for the brand name "Hikari."
The typography has a high-contrast look that feels very elegant. This is paired with a simple sans-serif for the other text, which creates a very balanced design.
This coffee packaging design is a beautiful and effective packaging system that translates an old-fashioned coffee farm into a modern, premium brand.
The big design challenge for any traditional product is to honor its authentic roots while creating a look that feels fresh and modern.
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