Strong and memorable image, like good coffee

Packaging design

The best beans of the Huasteca of Hidalgo are essential to a Mexican coffee liquor that seeked to position itself to compete with brands dominating the consumer top of mind, such as Kahlua.

Its extremely careful manufacturing process, with beans roasted at the right temperature and later transformed into a dark, bright and delicious liquor, needed to effectively mix a sense of tradition and high quality with a contemporary, eye-catching and robust style that would connect with young and older adults.

Paralelo 20, manufacturer of the product, presented the challenge to Top Design after the recommendation of a supplier who believed in the potential of the agency to achieve this goal. Although there were sketches of identity, with a logo, the brand also needed an optimization in its appearance that would provide the desired dynamism.

The creative team chose to use vintage type motifs as the basis for the creation of a package full of charm, as they could give a lot of expressiveness but at the same time maintain unity between the two varieties of the product -the original coffee and the espresso coffee- which communicated different personalities.

It was decided not to use splashes, ice, or other common elements within the segment, as to provide the language with elegance, reflecting the quality of the liquor; this appearance of greater finesse and sophistication demanded a decoration that could wrap the bottle without using a label of a lower standard look. Therefore, a silk screen technique was used on the glass, without halftones, which communicated a crucial upgrade to communicate Linaje’s DNA.

Nowadays, the product has successfully entered the national market to an extent that it has even participated in international conferences, raising high the name of Mexican coffee.