Case Study: Gofe. Packaging and Marketing Design for Coffee Brand

This graphic design project is up to fill your day with a bright and tasty coffee flavor. In this case study, we invite you to take a glance at smart and catchy packaging design and marketing graphics made for a coffee brand.

The project was accomplished by tubik designers Maryna Solomennykova and Arthur Avakyan, with art direction by Vlad Radionov.

The scope of design tasks included the following:

logo design and visual identity approach
creating a consistent set of theme illustrations
packaging design system for coffee pouches and pods
design for the marketing visuals, strengthening the brand recognizability and awareness

The modern coffee brand Gofe is built around the idea of good coffee that is accessible anywhere and easy to take anywhere. Just take your coffee and go on your way. The logo design is a wordmark in an original lettering style, presenting an interesting balance of curves and angles, sharpness and roundness.

Another core element of the visual identity is employing a bunch of bright, friendly, and cheerful cat characters that reflect the idea of coffee on the go in various contexts and places. The characters make the brand communication emotional and appealing to the target audience. The palette used for this project is filled with vibrant, warm, earthy, and sunny colors, sharing a lively and cheerful mood.

Here’s a glance at the character art and its integration into the coffee pouch packaging designs.

One more type of packaging to consider was a box for coffee pods. Here’s the composition approach showing how the characters and brand name are featured on it.

One more stage was to work on a set of typical marketing graphics and items, such as menu leaflets with price lists, advertising posters, and cool brand stickers. Together with packaging, they had to establish a solid foundation of visual branding consistency.