06
Vento Roasters
Kraft, one stamp and a numbering system that tells you the roast before you read the label.
Client
Vento Coffee Co., Coimbra
Year
2023
Discipline
Packaging
Role
Packaging, identity, retail
A
Brief
Challenge
Specialty coffee that looked like every other kraft pouch. Vento wanted to be recognised by the shelf, not by the sticker.
Approach
Raw kraft as the canvas, one bold wind line in black, and roast levels coded by notch position instead of by colour.
B
Logo
C
Colour
D
Typography
Vento Roasters, lit slowly
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &@®%?!
E
Applications
Primary application
Detail
In context
F
Do and Don't
Do
Let the kraft show through on at least two thirds of the pouch.
Don’t
Do not use more than one ink colour per pouch.
G
Results
Shelf pick-up in test stores
Roast levels, zero extra colours
Retailers onboarded in a quarter