Filter Coffee Packaging Series – Coffee Wave
Turning Coffee into a Surreal Experience
In an ultra-competitive market like filter coffee, creating just another product with a “nice” package was never going to be enough. The challenge for Coffee Wave was a strategic one: to claim a unique place in the consumer’s mind by transforming the daily, almost ritual act of drinking coffee from a simple habit into an escape. The goal was a visual identity that would tell a story and invite the consumer into a new, imaginative universe.
Our strategy was based on one premise: real differentiation wouldn’t come from taste alone, but from emotion. Coffee is the fuel of creativity and a portal to a more “awake” perception of the world. We drew inspiration from the realms of dreams and surrealism to build a brand that doesn’t just sell coffee, but a new way of seeing.The central character — a figure with a single eye instead of a face — became the symbol of this idea: the awakening of the senses and a fresh, unexpected perspective on reality.
We implemented a focused art direction where every element serves the surreal narrative, turning the packaging into a canvas.
We created a central character and a universe around them that sparks curiosity and invites exploration. This figure becomes the consumer’s guide on this dreamlike journey.
The vivid colour palette, with bold pinks and blues, creates instant visual contrast on the shelf, while the custom typography adds an artistic yet contemporary personality.
The surreal aesthetic didn’t stop at the pack. It was extended into a series of visual compositions that place Coffee Wave in dreamlike landscapes — floating in the sky, in a Dali-esque desert, in a magical city — building a strong and memorable brand world that is truly unique within its category.
Through this creative approach, ABC Design Communication demonstrates how branding and packaging can transform even an everyday coffee into an experience of imagination and heightened senses.
