Develop a new brand concept and redesign the package for the Maeil Caffe Latte brand coffee beverages.

Based on our research, our competitors use romantic images or exotic destinations to entice people to buy their product. We wanted to strip away everything from our client's brand and the package that was unessential to the product. We developed the ‘just coffee’ concept for the brand and designed the package based on that concept. To quickly communicate the flavour of the drink inside, we printed the package as if the actual drink were made in a cafe in a glass container. This also allows the viewer to see the beverage flavour on the top of the package.

Within the first month, the monthly sales jumped 300%, and continue to steadily rise. The product became no.1 in market share in December 2011.