Sketching & Concepting
From sketching and concepting to the assembly, all stages of a repackaging process require innovative ideas and precise skills to invent new visual effects.
When I first began this project, the first thing I did was go to the nearest grocery store and take a stroll down the coffee aisle. As a constructive consumer, one of the main things I noticed about the Maxwell House brand is the lack of originality in their packaging.
I had three prominent objectives in the new design for Maxwell House coffee packaging: easy grip, concentrated pour, and fresh visuals.
Running with their slogan, “Good to the last drop,” I incorporated a drop shaped label to strengthen the visuals of the repackage. Coffee is a very organic product, which lends itself to the easier grip and curvy shape of the package. With the introduction of a concentrated pour, this package is easy to use, mess-free, and sealant strong. These are just a few of the underlying reasons to ditch the scoop and embrace the concentrated pour! The hand lettered labeling offers a great element to relate to the organic qualities of ground coffee. It is personable and fresh, which I hope will appeal to a younger demographic for Maxwell House to entertain and provide.
The Assembly