Launch of a single-origin coffee as new speciality range from Mövenpick.
Our challenge: The speciality coffee scene is interested in the authentic „terroir“ of each region and knows that similar to wine the individual aroma depends on many factors. Fair trade, hand-crafted und story telling content from the farmers are further aspects of these new premium concept and become experienced and tangible by interactive social media content.
So we created a packaging design to communicate this concept showing the individual farms and cooperatives the coffee comes from.
The result: Mövenpick SELECCIÓN takes the consumer on a journey to experience coffee specialities and an interactive dialogue between the coffee lovers and selected coffee farmers from Costa Rica, Colombia and Guatemala.