New Grounds Craft Coffee

The Task

The brief for this project was to develop a new craft beverage brand for the South African market. I created New Grounds Coffee, a premium brand aimed at outdoor enthusiasts. The packaging needed to be visually appealing, eco-friendly, functional, and aligned with modern environmental values.

The Response

The concept for New Grounds Coffee was built around the idea of “Sustainability for the Adventurer.” The packaging was designed to emphasize both functionality and environmental responsibility:

Eco-Friendly Packaging: The packaging is made from biodegradable kraft paper, ensuring that it leaves minimal environmental impact. The packaging is also designed to be compostable, with only the zipper and filter needing to be removed before disposal.

Target Audience: The brand is specifically tailored to outdoor enthusiasts who value high-quality coffee and want to minimize their environmental footprint. This market includes eco-conscious travelers, campers, and nature lovers, who are drawn to brands that support sustainability.

Visual Identity: The packaging features minimalist illustrations of an adventurer with binoculars, reinforcing the connection to the outdoors. The kraft paper material and earthy colour palette enhance the brand’s natural, rugged aesthetic. The design effectively communicates the brand’s mission of adventure and environmental stewardship.

The Outcome

The final packaging successfully combines functionality, sustainability, and visual appeal. Its biodegradable materials make responsible disposal easy, aligning with the brand’s eco-friendly promise. The clean, minimalist design resonates with outdoor enthusiasts, positioning New Grounds Coffee as a leading choice for eco-conscious coffee lovers.