'Connecting the buyer to where the coffee came from' is the concept for the coffee branding. This is why the packing will be in hessian sacks (like how it is when picked). Stencil lettering was looked in to as this is how they're marked when farmed. However the aim for this packaging design is for it to stand out and sit proudly in coffee shops, so different, more attractive designs were experimented with.
The idea of using the sleeve on the coffee cup to change an image on the coffee cup was thought of. By having an image on the take away coffee cup of a coffee farmer with his crops, looking bare, then when the sleeve is put on the image changes to flourishing coffee plants with a much happier farmer. This offers something different to standard coffee shops, as well as highlighting the benefit of buying your coffee, as it gives the farmers more business - connecting the buyer to where it came from.
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