KAFA - 世界第一颗咖啡豆

Client: Lavazza

Designer: YZ.W/Shan.K

Scope: 品牌活动

Year: 2024

Lavazza Kafa传家宝咖啡系列,使用 100% 阿拉比卡单品浓缩咖啡调配。Kafa 是一款优质咖啡豆，因为它源自所有其他咖啡树的首批咖啡树。它来自埃塞俄比亚森林，咖啡树自然生长，当地居民几乎无需干预，只是一代又一代地传承着如何保护这些珍贵植物并收获珍贵果实的秘诀。经过精心挑选后，手工采摘，并在阳光下自然干燥。这款咖啡独具特色，带有浓郁的花香和蜂蜜、枣子的独特余味。

在Kafa传家宝咖啡系列包装设计上，我们以手绘插画的形式将Kafa豆的热带雨林特点及风味特色呈平面化的展现出来，这样的表现形式既保持了Lavazza一贯所具有的艺术调性，又通过符号学设计来强化了产品特有的风味与稀缺价值。我们希望这样的设计能够触达精品咖啡消费者对文雅溯源与美学体验的双重需求。

The Lavazza Kafa Heirloom Coffee Series is crafted using 100% Arabica single-origin espresso blend. Kafa is a premium coffee bean, as it originates from the first coffee trees that gave rise to all other coffee plants. It comes from the forests of Ethiopia, where the coffee trees grow naturally, requiring minimal intervention from local residents, who have passed down the secrets of protecting these precious plants and harvesting their valuable fruit from generation to generation. After careful selection, the beans are handpicked and naturally dried in the sun. This coffee is distinctive, featuring a rich floral aroma and a unique aftertaste of honey and dates.

Scarce value through semiotic design. We hope that this design will meet the dual needs of specialty coffee consumers for value through semiotic design. We hope that this design will meet the dual needs of specialty coffee consumers for traceability cultural and aesthetic experience.