- DA Friends
- Fresh from the field
- Graphic Design
- New Zealand
- Packaging Design
Fresh From The Field – Altura Coffee By White Rabbit
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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 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.
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.