Hummingbird Coffee Colibri Coffee importing company launched a yearly Conilon Challenge awards for the best drip pack recipe in order to draw attention to a variety of coffee known as Conilon. Participants were asked to create a recipe for grinding and brewing this variety for drip packs. Based on the competition's results, a limited edition set of drip packs launched in 2024, primarily aimed at professionals and connoisseur enthusiasts. The Ohmybrand agency was tasked with developing packaging for the limited edition drip coffee collection.
Problem
The main objective of the project was to popularize the conilon coffee variety by creating an attractive visual image for packaging. To improve awareness and introduce professional and amateur audiences to high-quality coffee and its properties, as well as expand and promote the coffee community, support farmers by creating sustainable demand for their products, and open up new opportunities for growth and development.
Solution
To create the ideological component of the brand, several concepts have been developed in different directions. The final choice was the black cat Cotillon, the personification of coffee made from conylon, caffeine. His image became a metaphor for the product: coffee with a high caffeine content, the most awakening drink. A suitable packaging form factor was selected for the project: a "chest" box. Conveniently accommodating drip bags and giving the impression of a special, non-basic box. In accordance with the necessary measurements, a scan was developed and adjustments were made to create a comfortable user experience. No artificial intelligence could have done it – all the illustrations were drawn with love for cats (and coffee) by our designers.
Result
The client gained a tangible and media-successful reason to further promote the new coffee variety. The sets became a tool for introducing the new product, facilitating its tasting, comparison, and fostering engagement. The audience developed an understanding of the correct way to brew Conilon, which also increased demand. The packaging's virality expanded the circle of people who have at least once seen the word "Conilon" and are now somewhat familiar with this variety. The Conilon Challenge competition became an annual event and gained its own mascot, which created a clear association with Conilon coffee and boosted its recognizability. Between 08/21/24 and 04/10/25, news about the Conilon Challenge was seen by over 6 million people, compared to 4 thousand during the same period the previous year (08/21/23-04/10/24). Media mentions grew from 15 to 71—a 373% increase. The number of social media posts, as well as website traffic, also increased.
