In a nutshell, good design speaks for itself. And most importantly, in a world full of noise and distractions, will do a lot of the talking for you.
When designing the visual identity for the McCafé Flat White, we created some guiding principles to help judge the work beyond pure graphics. We’re sharing them with you, in the hope that when your next packaging brief asks you to zig, you can zag too.
Think Paris Fashion Week, not packaging
Treat the brief more akin to a fashion accessory brief than a traditional packaging brief. What you hold in your hand says a lot about you.
Tease taste expectation
One of the key opportunities is to dial up quality cues and taste expectation. Colour, type, message, logo can all play their part.
Create brand affinity
It may be only 188.8 cm² in size but don’t underestimate the coffee cup’s importance as a piece of portable brand media. Ours is seen by 3.8 million consumers up close and personal, every day. It is not often you get this tactile with a brand. Make the most of the opportunity.
Make it a positive gender-neutral experience, why alienate anyone? Don’t stereotype your audience, whether you’re a hipster, millionaire, builder, teacher or shop assistant, coffee is for everyone and should be as comfortable in their hands as yours.
Keep it simple
Don’t be ambiguous. Make it obvious, use your graphic marks and messaging to signpost clearly what it is. Instant understanding creates easier more fluent acceptance and participation.