Creative Dive: Formascope’s Redesign of Tanbing Coffee Packaging Highlights Simplicity

The packaging needed to be user-friendly, easy to hold, and visually appealing all at the same time.

by Design Editorial Team
· October 11, 2024

Independent branding agency, Formascope, recently completed a packaging redesign for Tanbing, a coffee product by Nongfu Spring, China’s largest bottled water company.

Research indicates that coffee consumption in China has evolved into a fashionable lifestyle. Nongfu Spring, which was founded in 1996, recognized the need for packaging that enhances the consumer experience, both visually and conceptually. The new design focuses on elements that resonate with the coffee experience.

According to Formascope, the primary goal of the project was to create a packaging design that appeals to moderate coffee drinkers who enjoy coffee in both home and office settings.

Therefore, the packaging needed to be user-friendly, easy to hold, and visually appealing – all at the same time.

The packaging design centers on the concept of a complete coffee experience, with each element enhancing the consumer’s interaction with the product.

It emphasizes visual elements like colors and shapes that evoke and resonate with coffee culture, blending tradition with modern aesthetics and with a creative use of typography.

The design is divided into three parts, each with distinct color coding to symbolize different aspects of the coffee experience:

Lower Section: Black, representing a coffee cup and indicating the strength of the coffee.
Middle Section: Frothy Foam, suggesting the texture and richness of a freshly brewed cup.
Upper Section: Metallic Color, evoking high-quality coffee machines and emphasizing the product’s premium quality.

Formascope also introduced a simplified logo for TANBING, reducing it to its essential elements — a circle and a line, resulting in a cohesive and stable design.

“The user-friendly design ensures that the packaging is easy to hold, with a tactile feel that complements its visual appeal.”

According to Formascope, “the thoughtful color coding and ergonomic form contribute to an enhanced user experience, making this product a preferred choice for coffee enthusiasts seeking both quality and style.”