Per Favore
CHALLENGUE/ A specialty Italian coffee in capsules. The challenge: to create packaging that conveys excellence and approachability, bringing the premium experience within everyone’s reach.
CONCEPT IDEA/
Brewing coffee is an art full of nuances, where every detail matters to achieve the perfect cup. Here’s an example recipe:
Dosage: 20 g (medium, 7.5 Mahlkonig EK43)
Water: 300 g a 94ºC.
3 pours: 00:00 to 40g // 00:50 to 140g. // 01:45 to 200g. // 2:30 to 300g.
Total extraction time: 4.00 min
TDS: 1.33%. Extraction: 20.25%.
A meticulous, almost grid-like process.This precision inspired the visual concept: drawing from the iconic interchangeable letter boards found in coffee shops, where every character is placed with exactness. Before designing, I created a moodboard with wood and typography references to capture that timeless, precise aesthetic. Inspired by the grid-like precision of interchangeable coffee boards, a grid was created to guide the entire design.
DESIGN/ A common template design was created for all elements, where only the background color and wood tone vary according to the flavor. This way, we achieve a brand identity that is easily recognizable on the shelf, with a minimalist look & feel and an air of exclusivity. Additionally, each box can become a decorative object in itself, extending the product’s lifespan.
NAMING/ The name comes from the act of ordering a coffee from your favorite barista. In Italy, per favore (“please”) is more than just a phrase: it conveys courtesy, warmth, and closeness. Short, melodic, and easy to remember, it evokes the experience of an espresso served with a smile. It also encapsulates three key values:
Courtesy → friendly and approachable service.
Authenticity → connection with Italian coffee tradition.
Elegant simplicity → standing out without artifice.
WHAT’S UNIQUE?/ Per Favore is a project that combines human warmth and Italian tradition with a structured, modern design, offering a premium coffee experience that feels close, elegant, and authentic.
CREDITS/
Concept Idea, Art Direction, Graphic Design/ Marco Arroyo-Vázquez
Industry/ Food/Beverages.
Market Region/ Europe.
Project Type/ Concept.
Format/ Box.
PD: grazie mille
