Packaging
Feld Coffee Range
A modular coffee range built for variant recognition, tactile print finishes and a consistent direct-to-consumer launch.
01 / At a glance
A quick summary for clients and collaborators.
What this project is about
A self-initiated FMCG concept showing how packaging logic can continue into commerce and social communication. The project is structured as a complete professional exercise: research and positioning first, a repeatable system second, and production-ready applications third. Because it is self-initiated concept work, the page describes intended decisions and deliverables without suggesting a real commission, launch or commercial result.
Make origin, roast and flavour information easy to scan while giving the range a distinctive shelf and thumbnail presence.
A field-inspired block system combines fixed navigation zones with expressive crops that change across each variant.
Pack architecture / Roast variants / Print finish plan / Shop assets / Social launch
Visual case study
Selected project work.
Large-format mockups follow the project context. Strategy, system and production details continue below.
Continue to project details ↓
The Master identity — the locked wordmark and logo icon used as the reference for every application view presents the core Feld Coffee Range mark and is used as a visual reference for consistent brand application.
The Field-row coffee packaging hero mockup is a promotional application used to build recognition and communicate the Feld Coffee Range message clearly.
The Roast-range packaging family mockup shows how Feld Coffee Range identifies a product while organising essential customer and production information.
The Origin-coordinate label and valve detail mockup shows how Feld Coffee Range identifies a product while organising essential customer and production information.
The Cafe service environment mockup demonstrates how Feld Coffee Range guides, informs and creates recognition within a physical space or event.
The Coffee subscription experience mockup presents a specific Feld Coffee Range touchpoint and is used to demonstrate the identity in a practical real-world context.
The Origin map and tasting journal mockup is a printed application used to communicate Feld Coffee Range information in a professional, tangible format.
The Subscription shipping system mockup shows how Feld Coffee Range identifies a product while organising essential customer and production information.
The Exterior cafe identity view presents the core Feld Coffee Range mark and is used as a visual reference for consistent brand application.
The Merchandise and service pieces mockup extends Feld Coffee Range into a useful branded item for participants, customers or supporters.
The Closing specialty-coffee ecosystem overview combines multiple Feld Coffee Range touchpoints to demonstrate consistency across the wider visual system.
02 / Brief
The challenge
Audience
- Decision-makers who need the offer to be understood quickly and trusted across several touchpoints.
- Retail and e-commerce customers comparing variants, plus production and compliance teams preparing the pack.
Objectives
- Create a distinctive packaging direction that communicates the offer within seconds.
- Show how one strategic idea can become a coherent system rather than a collection of unrelated mockups.
- Demonstrate production awareness and handoff quality expected by international in-house, agency and production teams.
- Make every application useful for its audience, format and stage in the communication journey.
Constraints
- Pack architecture must follow the same hierarchy and visual rules while respecting its own format.
- Roast variants must follow the same hierarchy and visual rules while respecting its own format.
- Print finish plan must follow the same hierarchy and visual rules while respecting its own format.
03 / Creative direction
The design response
A field-inspired block system combines fixed navigation zones with expressive crops that change across each variant. The intended tone balances confidence with restraint: enough distinction to be memorable, but enough structure to feel credible across international commercial settings. References should be evaluated for strategic principles—hierarchy, rhythm, materiality and behaviour—not copied as surface style.
The core concept turns the project’s central subject into a repeatable visual rule. Each application should express the same idea through scale, sequence, crop or material rather than adding new decoration. The concept succeeds only if a viewer can connect the smallest digital asset with the largest or most detailed application.
04 / Design system
The visual system
Use a disciplined display-and-text pairing with a clear information hierarchy. Headline character supports the packaging idea; body copy remains neutral, highly legible and suitable for English and multilingual content.
Build a controlled primary palette around the sand direction, supported by neutral and functional colours. Define RGB, CMYK and contrast-safe digital values before final artwork.
Use a modular grid with repeatable spacing, alignment and scale rules so communication remains recognisable from compact formats to long-form and large-scale applications.
Set explicit rules for crop, perspective, background treatment, subject scale and captioning. Imagery must clarify the message rather than act as generic decoration.
05 / Applications
What the project delivers
Packaging family
Front, back and side-panel hierarchy, variant navigation, legal and barcode zones, dieline logic, finishes and retail or e-commerce extensions.
06 / Production & implementation
Designed to leave the portfolio and enter production
- Document cut, fold, safe and bleed lines; separate technical artwork from graphics; reserve barcode and regulatory zones; proof CMYK and spot finishes.
Files should use a consistent folder structure, version names, editable masters, linked assets, licensed font notes and export presets. Final public content must pass a permission and privacy check.
07 / Iterations
How I developed the work
- Round 01 — Audit the category, audience, competitors and common visual clichés; write the problem and positioning in one sentence.
- Round 02 — Explore at least three distinct conceptual territories in black and white before committing to typography or colour.
- Round 03 — Test the selected direction on the most difficult real formats, not only the hero image; remove rules that fail under pressure.
- Round 04 — Refine hierarchy, spacing, colour and imagery; run print, contrast, small-size and responsive checks where relevant.
08 / Planned deliverables & status
What the future case study should contain
Planned deliverables
- Pack architecture
- Roast variants
- Print finish plan
- Shop assets
- Social launch
- Creative-direction board and written rationale
Evidence standard
- The audience can identify the offer, category and next action without an explanation from the designer.
- Applications look related because they share rules—not because the same mockup or decorative effect is repeated.
- A production, marketing or development colleague can continue the work from the documented files and specifications.
- Accessibility, privacy and output requirements are resolved before presentation polish.
Current status
Self-initiated concept with supplied artwork. It is not presented as commissioned client work or a verified live implementation.
International portfolio relevance
For an international employer or client, this planned case study is intended to demonstrate packaging system, identity design, e-commerce art direction together with structured process, cross-media consistency and production discipline. It supports roles in in-house marketing, integrated agencies, brand teams and production-oriented design environments.
Next step
Concept identity and presentation family include dieline and finish thinking; physical proofing and legal review remain future work. The current presentation includes a locked concept identity and a complete family of visual mockups. The next meaningful development would be production-tested artwork, real animation exports and verified implementation evidence. If the project becomes client work, the page must be updated with the true brief, contribution, constraints and approved outcome—never retrofitted with invented success.
Have a similar challenge?
Let's build something clear, useful and memorable.
Share your company, audience and required deliverables. I will help you identify the right design direction.