Renaming and Redesign

This goal of this product renaming and package redesign was to enhance the mystique of a rather "generic" legacy product and package. This, in turn, supported a higher price point and worked to foster a stronger connection between consumer and brand.

The new name ("Apaneca") came directly from the source of the coffe, the Cordillera de Apaneca mountain range, and it references the rich volcanic soils in which the coffee grows.

The design supports the features of the coffee through the use of:
1) photography and a color scheme that reference the coffee's volcanic origins, 2) a striped ribbon detail that references the handcrafted aspect of the coffee (handpicked and roasted by traditional methods), and 3) the national crest of El Salvador, which speaks directly to the Fair Trade aspects of the product.