Doi Chaang Coffee Packaging Design by Prompt Design

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DESIGN DETAILS
DESIGN NAME:
Doi Chaang Coffee

PRIMARY FUNCTION:
Packaging Design

INSPIRATION:
The Doi Chaang coffee packaging design pursues the goal of protecting and promoting the brand on the market, but it also wants to build a sense of unity among Doi Chaang coffee growers.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This is achieved through the concept of showcasing pictures of various coffee growers, each representing a different hill tribe. It turned out that the coffee farmers started to cherish their association with the brand, as it promotes unity and love among the individual hill-tribe farmers themselves, and also among their children in all of northern Thailand.

OPERATION / FLOW / INTERACTION:
Back of packaging can scan QR code for traceability checking.

PROJECT DURATION AND LOCATION:
April 2018 in Thailand

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The Aluminium foil pouch is offset printing with 3 Pantone colours and Spot UV.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Dimension (10 x 5 x 30cm), 3 Pantone colours, Spot UV

TAGS:
Packaging Design, Branding, Coffee, Design

RESEARCH ABSTRACT:
Result - Doi Chaang coffee flew off the shelves and were sold out within 1 month. The customers' feedback reflected their surprise and impressions of story through packaging design.

CHALLENGE:
On Doi Chaang hill, there are several groups of hilltribes for example the Akha, the Lisu and the Haw. When Doi Chaang coffee became famous worldwide, many investors (purchasing agent) desire to start business with them which later causing dislikes among each group. Some families joined with the investors and some don’t. To build up unity and pride among these groups of highland dwellers, the new packaging is designed to display each group of hill tribes wearing beautiful traditional clothes in front on the pouch showing a happy smiling face of a coffee grower. The picture of each coffee grower group for each blend is to be changed every year. This new packaging creates pride to the coffee growers’ families. Not only the picture will be collected by them but also will convey love of the brand Doi Chaang to their children. We found that the families who the last time used to join with the investors have all come back to join Doi Chaang. This is a coffee grower community success.

ADDED DATE:
2019-02-24 04:57:11

TEAM MEMBERS (4) :
Creative Director: Somchana Kangwarnjit, Designer: Naphalai Changmai, Retouching: Thiyada Akarasinakul, Pantipa Pummuang and Photograph: Chirut Maneegam

IMAGE CREDITS:
Image #1-5: Designer Prompt Design, Photographer
Thiyada Akarasinakul, Doi Chaang coffee, 2018.

PATENTS/COPYRIGHTS:
"Copyrights belong to Doi Chaang Original Coffee, 2018."

Visit the following page to learn more: http://www.doichaangcoffee.co.th
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Prompt Design

PROFILE:
Prompt Design is an international AWARD-WINNING branding design and packaging design agency. We help our clients build brands and business by delivering new experiences in strategies, and design executions. More than 40 international awards. (PENTAWARDS, The Dieline Awards, Red dot, Fab Awards, German Design Awards, Communicator Awards, Spark Awards, Asia Star etc.)

NOMINATION DETAILS

Doi Chaang Coffee Packaging Design by Prompt Design is a Nominee in Packaging Design Category.

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AWARD DETAILS

Doi Chaang Coffee Packaging Design by Prompt Design is Winner in Packaging Design Category, 2018 - 2019.



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