Design: Prajwal Kashyap
Location: India
Project Type: Student Project
School: MIT Institute of Design, Pune
Tutor: Samrudha Dixit
Packaging Contents: Packaged Coffee Bags, Stirrer
Packaging Substrate / Materials: Paperboard, Filter Paper, Polypropylene
Printing Process: Flexography, Pad Printing

Considering the current times, everyone's either super productive, or super lazy. Everyone wants fresh coffee, but nobody's got the time to brew it from scratch. That's why Cothas Easy Brew was created. Cothas Coffee is a famous manufacturer of filter coffee powder and coffee related products in South India. It's considered a household name among coffee enthusiasts and is a brand nearly as old as time itself (since 1949). However, it's been fairly limited to the South Indian market. This is because filter coffee preparation is not a process everyone's got the time or equipment for. That's the gap that Easy Brew aims to bridge.

After conducting extensive research on the psychology of the consumer and their gripes on what makes the preparation of coffee difficult, a map of customer psyche and their journey with their respective coffee products of choice could be drawn. This helped pinpoint pressing issues that deterred customers from buying certain brands, or even Cothas Coffee itself. The information gained from this research was then channeled into creating an effective means of preparation and storage of coffee in a hassle free way.

Read more
Visit Packaging of the World for more packaging design inspiration. http://www.packagingoftheworld.com/