Café+, with the tagline “Goodness in a Cup,” is a coffee company with an ethical mission: to donate 50% of its profits to social-inclusion and opportunity-enhancing charitable projects around the world. In coming up with a package design for its four blends of Columbian coffee, the U.K. company reached out to Slice Design.
“The objective of the design was to illustrate the superior quality of Café+ coffee with the company’s commitment to ethical business,” explains Slice Design Studio Operations Manager Chloe Palmer. As part of the design, Slice heavily featured the social media call to action #brewchange under the logo to signify the good that the consumer is doing by drinking a cup of coffee.
The four blends are packaged in a 250-g stand-up pouch, brightly colored in purple and green, red and blue, purple and yellow, and blue and red, depending on the variety. Says Alan Gilbody, Director of Slice Design, “With the colors, we tried to capture the bold and vibrant palette of Columbia and build on the positive virtues of the brand.”
The central design element is a cup of coffee from an overhead perspective, with hands cradling the cup. Explains Palmer, this is to illustrate the idea of everyday people coming together to do good with a simple gesture—“goodness in every cup they share.”
The Café+ logo is positioned in the middle of the cup, with the copy, “50% of Profits go to Charitable Causes” encircling the logo. On the back of each pouch is an image showing the charitable causes that Café+ directly helps.
Concludes Palmer, “The ethical aspect of the brand is something that the design really helps to demonstrate.”
