Grid Coffee has built a professional and rational brand perception through its full range of single-origin coffees. As its consumer touchpoints expand from offline cafés to e-commerce platforms, the brand aims to offer a more accessible flavor solution: allowing consumers to recreate the Grid Coffee experience at home, in the office, or during a brief everyday pause, even without professional equipment.

This time, we started from the idea of “origin flavor,” creating more specific experiential cues for each single-origin coffee while responding to the needs of online consumption scenarios. The packaging builds a narrative around origin, embedding flavor information into the process of unboxing, taking out the product, brewing, and tasting. The experience unfolds step by step, as if momentarily placing consumers in an afternoon at origin, surrounded by sunlight, water, soil, and botanical notes. In this way, origin information gains imagery, tactility, and emotion, guiding consumers through a journey of flavor.

For the drip bag series, the “flavor card” serves as the central expression. Its size, paper stock, and finishing were carefully considered, using both visual and tactile details to evoke associations with each origin. The insert-card structure makes each flavor feel like a postcard from afar, while also allowing flexibility for seasonal editions, limited releases, and future product extensions.

The capsule packaging continues the visual language of flavor labels. Clear information hierarchy and an orderly layout respond to the industrial character of the capsule category, helping consumers quickly identify flavor, origin, and roast information while maintaining Grid Coffee’s restrained and professional brand temperament.