Cold Brew has emerged as a significant player in the contemporary coffee product landscape. Despite its widespread popularity in the United States and Europe, it is yet to gain substantial traction in Asia and the Middle East. The overseas success is evident through the multitude of brands offering various cold brew coffee options.

In light of these challenges, a distinctive and regionally tailored strategy is imperative to make cold brew more appealing to coffee enthusiasts in Asia and the Middle East. Caphe Coffee, recognizing this opportunity, aims to diversify its product line by venturing into cold brew. Under the guidance of Eko Widarto, the Creative Director for this project, the objective is to present Cold Brew as an enjoyable and accessible beverage while upholding the brand's identity.

Maintaining simplicity as a core principle, the team has artfully integrated Caphe Coffee's distinctive identity with bold yet playful typography. The packaging design is crafted with the intent to resonate emotionally with the audience, considering the brief attention span of approximately 4-5 seconds that consumers typically allocate to products on shelves or social media. Recognizing that failure to captivate the audience visually could lead to market setbacks, the design focuses on immediate attention-grabbing aesthetics.

Each variant of cold brew is uniquely identified through distinct text on the packaging, complemented by a color silhouette on the hand, symbolizing the satisfaction derived from the coffee's taste.

The visual identity of Caphe Coffee, having evolved into a recognizable character, is a key asset that must be preserved to effectively communicate the brand's competitive value and unique selling points.

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