Agency: Hezilab
Design Director: Haozhen Luo
Location: China
Project Type: Produced
Client: COSWOOD
Product Launch Location: China
Packaging Contents: Coffee
Packaging Substrate / Materials: Aluminium, Plastic

COSWOOD is a series of instant cold brew coffee liquid product launched in Tianjin China. This series contains three flavors: fruity, floral and nutty chocolate. By the reference to the consumers’ preference and branding, we came up with these product preferences, which are “high recognition”, “avant-garde, simple, fashionable” and “easy-propagation potential”.

Since the fixed bag shape from the manufacturer cannot be changed, we use this bag shape to make a strong identification point, the concept of “Blue Pocket” was refined. We gave the inner and outer packaging a uniform and eye-catching “blue” and the blue color was derived from the tech of “cold brew”, which is also a rare color of traditional coffee products. We hope that in the future, this “blue bag” will engrave on consumers’ mind at their first glance. No matter in the propagation images by brand’s self or the social network pics shared by consumers, this product’s stylish appearance would always easily seize every opportunity of spread.

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