The Hamburg-based brand agency Hajok Design wins the prestigious Red Dot Award for the design of the packaging for Melitta Manufaktur coffees.
Brand and packaging design agency Hajok has won the Red Dot Award for Brands & Communication Design 2022 for the packaging design for Melitta Manufaktur Bremen coffees. Founded in 2020, Melitta Manufaktur Bremen roasts green coffees sourced from small plantations and cooperatives. Traditional craftsmanship, high quality, and passion for exquisite coffees characterize the new Melitta brand. The Hamburg agency developed a packaging design that “communicates the origin and individuality of each variety in a high-quality way and with great attention to detail,” the jury says in its justification. A strong overarching bracket for the various lines guarantees a high level of recognition.
With animal illustrations and coordinates of the countries of origin, the country varieties tell their very own stories. The intense deep colors and the font breaks are very self-confident and as yet unseen. The 500-gram-pack presents itself with soft hues and reduced drawings of the coffee plant. “The highly aesthetic neon accent creates a real wow-effect and is a contrast to the otherwise quite restrained and high-quality coffee world. In addition, the color creates a successful connection between the different lines,” says Jannika Plaas, design director at Hajok.