Mazurro Coffee Packaging by 19 Poludnik Agencja Reklamowa

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DESIGN DETAILS
DESIGN NAME:
Mazurro

PRIMARY FUNCTION:
Coffee Packaging

INSPIRATION:
The main theme of visual communication is an expressive graphic pattern based on the letter M. The symbol is inspired by the works of Josef Hoffman, the founder of the so-called Viennese workshops, whose design, based on simple forms, set the direction for later modernism.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The packaging design is based on a very distinctive pattern hinged on the letter M. It determines the strong, dominant look of Mazurro coffee bags. The minimalistic, geometric form and strong contrasts combined with an Italian vibe make the bags stand out on store shelves. Mazurro identity is a playful game of artistic conventions, an almost derealized or detached movie-like experience.

OPERATION / FLOW / INTERACTION:
The graphic design is stripped of unnecessary additional decorations, because the spectacular packaging itself` is the decoration. The pattern is inspired by the works of Josef Hoffman, the founder of the famous Vienna Workshop. The inspiration is not accidental. Vienna Workshop was ahead of its time, laying the foundations for modernism in design. We have limited the product portfolio to 3 flavors. Each of them differs in color and printing method - selecting a white underprint in order to obtain a metallic effect in designated places.

PROJECT DURATION AND LOCATION:
The project started in April 2020 in Katowice and finished in August 2020, and the online shop was launched in November 2020.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The packaging design was printed on flexographic printer.

SPECIFICATIONS / TECHNICAL PROPERTIES:
500g packaging: Width 130mm x Depth 75mm x Height 270mm

TAGS:
coffee packaging, packaging design, packaging, coffee, brand identity, communication

RESEARCH ABSTRACT:
It was a multi-stage process. Basically, the process was divided into two stages: internal-with the client, at his company (team analyzing the market and various data, the basic assumptions of the project and priorities) and external, when the guidelines are sent to our studio and with the close cooperation of both units, they end with the creation of a new packaging design.

CHALLENGE:
The challenge was to create an Italian coffee with a brand name that doesn't exist in Italian.

ADDED DATE:
2021-03-29 10:53:02

TEAM MEMBERS (2) :
Paweł Mikołajec and Dawid Koruszowic

IMAGE CREDITS:
Main Image, Image #1: Creator 19 Południk, 2020, Image #2, #3, #4: Photographer Marcin Kempski, 2020
Video Credits: Creator 19 Południk, Mazurro - Brand Identity - Packaging Communication - Case Study, 2020

PATENTS/COPYRIGHTS:
Not applicable.

Visit the following page to learn more: https://mazurro.com/
CLIENT/STUDIO/BRAND DETAILS
NAME:
Mazurro

PROFILE:
What is the MAZURRO brand? Is the motivation to look at familiar things from an unknown angle. He is a companion when talking about creating, not imitating. It is the energy to let go of the status quo and change what seems unchanging.The MAZURRO brand redefines coffee. When others only talk about grains, mixtures, origins - MAZURRO additionally inspires, stimulates creation, and sets trends. It offers a whole spectrum of experiences around the premium coffee drinking process. The philosophy of the MAZURRO brand is based on three pillars: COFFEE One day, while bending over another cup of espresso, I wanted to break the usual routines. I decided to create a unique brand that will make drinking coffee not just a daily routine, but an inspiring experience. A brand for which taste has many meanings. Months spent on searching for the perfect beans in plantations around the world, numerous consultations with enthusiasts and specialists of all nationalities, and hundreds of hours devoted to choosing the right blend have brought success: we have composed the perfect coffee. Now our goal is to constantly improve it. DESIGN Coffee is naturally connected with the world of design - because when, if not during the ritual of drinking coffee, we can fully enjoy the surrounding space filled with good design? Brand world MAZURRO is the world of creators, designers and designers. When building the MAZURRO brand, we leave nothing to chance - from the company's logo, through packaging design, to marketing activities. Every detail is thought out and created by people associated with design. INSPIRATION We want the synergy of the MAZURRO brand with the world of design to inspire and evoke a sense of happiness.

NOMINATION DETAILS

Mazurro Coffee Packaging by 19 Poludnik Agencja Reklamowa is a Nominee in Packaging Design Category.

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AWARD DETAILS

Mazurro Coffee Packaging by 19 Poludnik Agencja Reklamowa is Winner in Packaging Design Category, 2020 - 2021.



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