NEKO COFFEE | 猫咖啡
DESIGN CATHEGORY_ PROJECT_
_Packaging/branding _Concept
_包装/品牌 _概念
CHALLENGUE / 挑战
[EN] Creation of a take away format to sell latte coffee in a NEKO CAFÉ (cat cafés, very famous in Asia, where you can interact with cats or just watch them). It will be sold as an impulse product in the checkout area.
[CH] NEKO CAFÉ 猫咪咖啡馆，在亚洲非常流行，在那里你可以与猫咪互动，也可以观看猫咪）推出一种全新的咖啡外带销售形式。它将作为冲动型消费品在结账区售卖。
[ES] Creación de un formato take away para vender café latte en un NEKO CAFÉ (cafés de gatos, muy famosos en Asia, donde puedes interactuar con gatos o simplemente observarlos).
Se venderá como producto impulso en la zona de pago.
DESIGN / 设计
[EN] The main element of the design is feline communication. One of the keys to understanding this feline is the cat's tail, which, far from being purely ornamental, serves to communicate its moods and intentions through different positions and movements. The chosen positions show the state of calm and relaxation of the feline, this was decided as a sign of the well-being that the client will feel when being in a Neko Café. As a curious detail, the tail curved upwards means a friendly greeting.
[CH] 设计的主要元素是猫科动物之间的交流。了解这种猫科动物的关键之一是猫的尾巴，它不仅仅起到装饰的作用，还能通过不同的姿势和动作传达自己的情绪和意图。我们选择了显示猫咪平静和放松状态的姿势，这也是为了体现客户在 Neko Café 感受到的幸福感。分享一个有趣的细节，猫咪尾巴向上翘起是在向你表示友好的问候哦。
[ES] El elemento principal del diseño es la comunicación felina. Una de las claves para poder entender a este felino, es la cola del gato, que lejos de ser puramente ornamental, sirve para comunicar sus estados de ánimo e intenciones a través de distintas posiciones y movimientos. Las posiciones escogidas, muestran el estado de calma y relajación del felino, esto se decidió como muestra del bienestar que sentirá el cliente al estar en un Neko Café. Como detalle curioso, la cola encorvada hacia arriba significa un saludo amistoso.
WHAT'S UNIQUE? / 什么是独一无二的？
[EN] What sets this design apart is its ability to bring “cat behavior” to life through a visual metaphor 😸. It’s not just a coffee; it’s a portal to the serene world of cats.
[CH] 该设计的独特之处在于它能够通过视觉隐喻将‘猫的行为’栩栩如生地展现出来
这不仅仅是一杯咖啡，更是通往猫咪内心世界的入口。
[ES] Lo que distingue a este diseño es su capacidad para dar vida al "comportamiento felino" a través de una metáfora visual 😸. No es solo un café; es un portal al sereno mundo de los gatos.
"At the heart of this design lies the captivating world of feline communication. To truly understand a cat, you need to decode the language of its tail. Far from being merely ornamental, a cat’s tail is a powerful tool that conveys its moods and intentions through a fascinating array of positions and movements."
CREDITS |荣誉称号
Product Concept, Graphic Design / Marco Arroyo-Vázquez
产品概念、平面设计
Copy, Art Direction/ Marco Arroyo-Vázquez
文案、艺术指导
Project Type / Student Concept
学生概念
Industry / Food, Beverages
食品、饮料
Market Region / Asia
市场区域
"The design focuses on feline communication, particularly the cat’s tail, which communicates moods and intentions through different positions. The chosen tail positions convey a sense of calm and relaxation, reflecting the well-being customers experience in a Neko Café. This unique packaging merges the act of sipping coffee with the graceful movements of a cat’s tail."
PACKAGING OF THE WORLD, Derrick Lin
Link →
Un envase estupendo tanto por su valor como por su precio/
A great package for both value and price/
分享颜值与价值兼具的好包
FOODTALKs
¿De quién es el "café" de leche al que le ha salido cola de gatito?/
Whose latte has grown a kitten's tail?/
谁的牛奶「咖啡」，长出了一根小猫尾巴？
FOODTALKs
Link →
Thanks for Watching! / 感谢观看！
¡Gracias por verlo! 😸
2023 年 9 月 19 日
(=^･ｪ･^=)
REACTIONS|反应
Brilliant. Simple yet so clever to use the actual physical prop
with an illustration on the package. Hats off to the team 👏.
VIPIN KRISHNA, Linkedin
So cute 😻
ANASTASIA LAVRINENKO, Linkedin
Bold decision. Should I have a couple of cats? Keep your tail up!
I like it! The move with the straw is memorable and functional,
the graphics are minimalistic and quite sufficient on the packaging.
MIKHAIL MEVDEVED, Linkedin
