IDENTITY DESIGN // PACKAGING DESIGN
Speciality coffee in India often seems prescriptive and downright intimidating. Tramways wanted to change this perception and help you make your coffee, your way. They wanted a brand that breaks away from the stereotype of using kraft paper for craft coffee and also have a brand story that allowed you to sip your coffee, judgment free.
With a brand statement of ‘Pause to brew and brew to pause’ Tramways encouraged users to carve out some time for themselves and enjoy a cup of coffee, the way they want while the world waits! The whimsical and surreal illustrations represented imaginary worlds that coffee can often transport one to.
Tramways Coffee was founded by a café owner and a barista. Over a hundred cups and conversations, the pair realised they both enjoyed coffee two entirely different ways. They also realised third-wave coffee had become prescriptive and intimidating. This motivated them to build a brand that would make craft coffee accessible and easy to navigate.
Rather than going into the origin and complex flavours, we decided to simplify the world of craft coffee by focussing on the outer coffee wheel of 9 major flavours- citrus, smoky, nutty etc. Unlike instant coffee where the communication revolves around energy and the fast pace of life, we decided to emphasise slowing down and enjoying the process of making as much as drinking. An experience that allows users to traverse different worlds.
The packaging featured two major illustrations, both of which were surreal and whimsical. These embody the worlds that coffee has the power to transport users to. While these became master illustrations, each variant was depicted via a sticker with important information about roasting, flavour, and batch. Taking customisation one step further, another sticker with an icon of the brewing method completed the packaging and made it even more personalised.