Mighty Peace Coffee
Duration
March, 2021
Class
Print & Electronic
Media Design
Role
Packaging Design
Tools
Adobe Illustrator
Adobe Dimension
Adobe InDesign
Project Overview
Objective
Develop new product design and packaging that captures the mission of Mighty Peace Coffee for their consumer products. With a focus on the story and quality of the beans they are providing.
Approach
Mighty Peace Coffee started as a B2B coffee bean roaster and distributor that focused on highlighting and honoring individual Congolese farmers. This need to be reflected in the research and conceptualization of the new consumer focused packaging.
Outcome
Through the design process there is an importance placed on respecting the ingredient, and the people who made it. Firstly we highlighted coffee beans back in their origin as the berries on the trees. Secondly we communicated the regional specialties of the coffee growers from around the Democratic Republic of the Congo. Ultimately reminding customers that a good ingredients maintain close ties and knowledge of where they came from.
Brand Description
Mission + Vision
Mighty Peace Coffee is on a mission to provide high quality coffee to ethical business and coffee connoisseurs, while sharing and uplifting the stories of the Congolese framers that make this coffee.
Values
Mighty Peace Coffee is focused on upholding People, Planet, and Peace in all the work that they do.
Products + Services
The main product that Mighty Peace Coffee was selling is green coffee for business and roasters. But MPC also roasts their own coffee for consumer use, as well as apparel for their company and their non-profit.
Personas
Johnathan Haas
Demographics: Male, 37, Bachelor's, Small Business Owner, Minnesota, married
User Snapshot:
"I love having good coffee available at my office, and I like knowing their values align with my own."
Priya Krishnan
Demographics: Female, 26, Master's Grad, Production Engineer, Illinois, in a relationship
User Snapshot:
"I'm just exploring what kind of coffee beans I enjoy, and when a coffee bag explore flavors I find it helpful."
August Tello
Demographics: Non-binary, 22, College Student, Library Assistant, Wisconsin, single
User Snapshot:
"I've been a barista and am very picky about the coffee beans I choose, both in quality and origin."
The Mighty Peace Coffee Identity
Mighty Peace Coffee already has an established design guide, and it is important to respect and understand these styles before developing their new packaging.
Packaging Redesign
Process
The packaging redesign was focused on adapting the existing small batch products to be more attractive to customers. The packaging was creating using the existing style guide while expanding on the information available for the consumer, to make an educated purchase about the company and the kind of coffee.
The main motif that was focused on was fresh coffee cherries, as Mighty Peace Coffee has close direct relationships to the individual farmers they are working with. Highlight that connection in the packaging felt important. Along with this the packaging adds really detailed information about the coffee beans themselves. These close relationships with farmers gave access to extremely specific origins that help to set Mighty Peace Coffee apart from competitors.
A prominent visual of the slogan 'Peace With Every Sip' also was added to both packages, helping connect back to the non profit mission built into the work Mighty Peace Coffee is doing.