It’s a new brand that sells coffee trying to raise awareness about the situation of the endangered animal species, so for each item sold, it will donate 10% to an NGO related to the cause.
The brand wants to position itself as an emotional and sensitive brand, with a clean, simple and direct visual style without using any elements that could communicate luxury.
As the Brand must not communicate any type of luxury, a minimum amount of ink must be used when printing the packages, reducing it only to two colours: red and black, the first being used to communicate an idea of warning and danger.