Caphe Coffee targets a new audience by delivering coffee with a fun twist and a bold visual identity.

Caphe Coffee’s Cold Brew, a product that is popular in the US and Europe, redirects their attention towards Middle Eastern and Asian coffee enthusiasts. To position the product in a challenging and competitive spot, design agency Widarto Impact created a bold visual identity for the packaging design offering an updated visual representation for Cold Brew.

Eko Widarto, the creative director of Widarto Impact, was tasked with creating a visual identity that maintained the core characteristics of the brand identity and its values. The packaging design was created to stand out on shelves with a vibrant colour palette and bold typography, giving it a fun twist.

Although the goal was to maintain simplicity, strong visuals were shared to assure the product appealed to the target market. With four seconds to draw attention using the visual appearance of the product, a bold white background was chosen to make Cold Brew stand out with creative iconography and bold typography.

With the merging of minimalism from one angle and a bold visual from another, Caphe Coffee’s Cold Brew launches a successful campaign in capturing our attention while communicating a subliminal note of quality coffee with a fun twist.

For more information about Widarto Impact’s design, visit their website or follow them on Instagram.

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