Muyu Coffee

01Background

Muyu is a one-shop coffee roaster near Gulangyu in Xiamen, and wanted to start selling beans online. The old packaging was a plain kraft bag with a sticker, which customers described as “looking like a sample.”

02My role

I did the overall brand visuals, the main island illustration, the information layout on the coffee bags, and extras like cup sleeves and seals.

03Process

1. 1

   Sort out the information first

   Roast level, origin, flavour, weight and roast date are the five things customers want to know. I put them in a fixed block, in the same position on every bag.

2. 2

   A woodcut island

   The main illustration is a small island with trees on it, carved by hand in more than a dozen blocks. Each bean gets its own island, with colour matching flavour: lighter roasts lean yellow, darker ones lean brown.

3. 3

   Paper and print

   I chose a fibrous kraft paper and screen-printed two spot colours. It costs less than four-colour printing and looks better.

04Result

After the new packaging launched, the online shop converted noticeably better, and more than seventy percent of returning customers switched to the new bags. The brand also made it onto a local city gift list.