Crafting Stories Through Coffee: The Packaging Design of Piccolo Coffee Roastery
Piccolo Coffee Roastery, based in Riyadh, celebrates the journey of coffee from its origins to the hands of its connoisseurs. In an effort to strengthen its identity as a roastery that values quality, tradition, and the stories behind each coffee bean, Piccolo collaborated with Widarto Impact to create packaging design that not only stimulates the senses but also enriches the visual experience.
Creative Director Eko Widarto led the creative direction with a bold approach: combining a deep, calming blue with a palette of vibrant colors - orange, yellow, green, and red - that exude energy and vitality. This unconventional fusion creates a striking contrast in the world of coffee packaging design, which often leans toward safer choices. The deep blue establishes a sense of trust and premium quality, while the bright colors symbolize the diversity of coffee origins, the spirited process, and the warmth of human interaction in every cup.
The illustrations, which serve as the focal point of the design, were crafted by illustrator Rahmat Kurniawan. His hand-drawn style embraces a classic approach, employing strong line work and intricate details reminiscent of woodcut techniques. Each stroke conveys authenticity, celebrating the human touch that parallels the manual craftsmanship involved in coffee brewing. This visual narrative spans from farmers meticulously picking coffee cherries to baristas skillfully brewing coffee, depicting the dedicated journey from farm to cup.
This design is not merely aesthetic; it underscores Piccolo's philosophy that coffee is a collaborative creation between humans, nature, and tradition. Each packaging variant represents a different coffee origin - Colombia, Yemen, Brazil, Ethiopia - with distinctive colors that differentiate and amplify the local story within.
Bilingual text in English and Arabic broadens Piccolo's reach to a diverse audience, reflecting their openness to different cultures. Clean, modern typography complements the classic illustrations, creating harmony between past and present, between tradition and innovation.
The final outcome is packaging that not only captivates visually but also invites curiosity, connecting consumers with the origins of coffee and enriching their experience of Piccolo Coffee. It is a celebration of process, people, and the vibrant colors of life, all wrapped up in every cup of coffee.
