Assembly Coffee - Fruit Fermentation Series
Packaging design and art direction for limited edition fruit fermentation 3-pack coffee. A third-generation coffee farmer, Jairo Arcila purchased his first farm in 1987. In 2014 he became one of two farmers in the region to plant Gesha trees. Alongside coffee, Jairo also grows a plethora of fruits that he sells locally. When the Covid-19 pandemic hit, demand disappeared and he began using the fruits for processing experimentation.
Year 2023
Services Creative Direction Packaging Design Digital Applications
This limited edition was the main release for the festive Christmas period, and the art direction for the product images was based on Assembly’s branded version of a Christmas offering.
The art direction for the campaign photos focuses on the impact the fermented fruits leave in the coffee and the taste experience that the customer will have when enjoying a cup.
The box sleeve design is inspired by the process of the three coffees inside, three dry anaerobically fermented Pink Bourbon lots from Jairo Arcila's Finca Villarazo.
All three coffees are exposed to wine yeast and then orange rind, strawberry, and passion fruit respectively. The creative direction was inspired by the process and was brought to life using fresh fruits and wine and purposefully crushing them so they leave their imprint on the white material.
Collaborators Photography: Rosie Ellis
Sleeve is printed on GFSmith Wild Clay 350gsm