Fresh From The Field – Altura Coffee By White Rabbit

1 month ago by

Altura Coffee reached out to the coffee fiends at White Rabbit to create a special edition Coffee Cup design to celebrate their 30th anniversary in NZ. Fueled by many coffees a day, the design team were stoked to create custom illustrations representing Altura’s accolades and show off the uniqueness of this Kiwi brand in their celebratory design.

Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.

The Brief / Project Kaupapa:
When Altura first launched its coffee roasting company there were only four others in New Zealand – now there are 180 coffee roasters in Auckland alone! Back then, tea and filter brew coffee were the hot drinks of choice at the time and espresso coffee didn’t really figure on the radar of the average person on the street. Since then Altura Coffee has become synonomous with Kiwis for quality coffee. Altura is the only coffee roaster to have won the New Zealand Coffee Supreme Award three times. It is one of the few 100% New Zealand-owned and operated roasteries.
Being big coffee fiends ourselves at White Rabbit, we were thrilled when Altura Coffee reached out to our burrow to engage our design and copywriting services. The brief was for us to create a special edition Coffee Cup design to celebrate their 30th anniversary in NZ. We were also tasked with creating a tagline to coincide with this. Apart from obviously using the existing branding, and having some what of a Kiwiana feel (which is one of their main points of difference), we were left with a lot of creative freedom on this one.
The Design Response:
Being fueled by many coffees a day, our design team were stoked to be working with Altura on their 30th anniversary celebratory coffee cup. Throughout our discovery process, we worked through many concepts but we knew one thing for sure. We wanted the design to explore as much as possible about the Altura Coffee story and the uniqueness of this incredible Kiwi brand. This factor guided us towards the final design solution.

To portray the unique story, we created custom illustrations. Each one represents a part of the Altura journey. For example, the mountain reflects the high-altitude coffee beans used by Altura, along with illustrations to represent the multiple awards they have won and many more. These illustrations have a modern, minimalist appearance with a colour scheme that is of course, completely on brand.

The colour palette has taken advantage of the beautiful oranges and browns and further pushes the brand colours in a way that hadn’t been done before. We housed these illustrations in boxes and arranged them in a grid layout on the side of the coffee cup. This seemed a fitting approach to maintaining a minimalist appearance, while also showing how far Altura have come over their 30 years in the market. We aimed to reflect the distinctive Kiwiana spirit of Altura Coffee within these illustrations too.

Now, each time a customer grabs an Altura Coffee cup, there is an opportunity to enhance the brand message and strengthen the customer  relationship. We loved working on this project and bringing to life the Altura story through custom illustrations.

 



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