" A Journey to the Origins of Coffee in China. "
Client: Chucola Year: 2017 Type: Identity / Packaging design / Print / Illustration
In 2017, The brand sought to redefine its brand image and position itself as the origin of coffee in China, and also a top option for those who love coffee. I was commissioned by Chucola Coffee to redesign the packaging. The Chucola coffee is named after the name of the Zhu Kula (a word in the Yi language that literally means “winding path” ) village where it has been planted coffee for more than 100 years.
According to the historical record. In 1904 the first coffee tree was brought to China by French missionary Alfred Liétard (Tian Deneng) who came to preach the Christian religion. He not only built a church in the village but also introduced coffee seeding to the village, since then, the locals began to plant coffee trees and drink coffee.
In order to find a personalized visual language to reflect the local cultural characteristics of the Chucola Coffee. We discovered a chance for the brand to stand out in a crowded market by completing a competitor audit and examining the current brand.
An exhibition that was shown at the Tate Modern in 2005 caught my eye, the exhibition was French post-impressionist painter Henri Rousseau’s major works show “Jungles in Paris”. I was particularly fascinated by his bold, primitive style and the dream-like nature of his paintings. By contrast, I thought it would be a good way to express Yunnan's natural resources and species and their diversity, while the mysterious stories and legends of the village.
" Bring extraordinary wild nature to everyday life. "
A rich botanical paradise was created. Many of the creatures and plants in the imagery are inspired by the province's snow-capped mountains, true tropical environments, and a wide variety of wildlife.
Chucola 100 Years Old Tree Coffee
Chucola Fruity Coffee Beverages
Chucola Blonde Roast Bean
The other illustration is inspired by the features of the village. It covers the topography, vegetation, ethnic minorities, historical buildings, and other elements.
Chucola Espresso Pods
Chucola Italian Roast Ready Brew
Chucola Freeze Dried Instant Coffee
Chucola fruit flavour coffee
Coffee Shop Fresh Roasted Coffee Beans Packaging
I am excited to help Chucola Coffee embrace its full potential, as it continues to grow and evolve, creating moments and products its guests will cherish.
