Creating an emotional connection with a brand sparks consumer interest. 🔥
With a love for adventure and the outdoors, two former forest firefighters founded Calgary Heritage Roasting Company. Their instant coffee, called Flash Fuel, embodies the feeling of vintage in a modern and adventurous way.
The packaging, designed by We Are Trill, was inspired by a matchbox. And the orange and off-white color palette finds inspiration from a vintage coffee filter. The match bean pattern and retro typography help push instant coffee from its taboo flavor image to a thrill-seeking lifestyle. 🧨
To ensure that Flash Fuel also appeals to the modern coffee drinker, the packaging uses typography to differentiate between classic and modern. It uses a subtle serif typeface that exudes a nostalgic feel without looking dated.
We think the package perfectly balances the intersection of past and present design aesthetics. And coffee drinkers will love how the brand kick-starts their day.