Packaging Design Project:
/ packaging redesign for a Singaporean local company/
Boncafe Packaging Redesign
The original product packaging of Boncafe
This project requires students to focus on one Singaporean local company and come up with a series of packaging designs to present the brand's value, personality and so on. Students are supposed to find specific target audience (could even zoom in on one particular person).
The brand I chose is Boncafe, which is a Singaporean coffee company, founded by a Swiss in 1962. The founder, Mr.Huber, opened a small business roasting 100% pure gourmet coffee because his wife was having a hard time finding a decent cup of coffee in Singapore.
Boncafe treasures the value of respect as well as cultural harmony. And it attaches great importance to the relationship between the brand and their consumers.
Basing on the background story and the brand's value, I came up with a specific target audience who is a Chinese Singaporean. He is 35 years old, a businessman and a husband. The problem he is facing is that he is always on his long-term business trip. He feels sorry for not being with his wife for a long time during a year. He and his wife love drinking coffee. Hence, he wants to purchase premium coffee as a gift for his wife before he goes on his business trip so that every time his wife drinks the coffee, she will think of him and feels his love for her.
About The Design:
The overall concept for this series of packaging is featuring 12 months and local attractions that the husband and his wife used to go on a date.
The tagline would be "I am your connection. I am Boncafe."
So how could the packaging be a connection between the couple?
The local attraction illustrations on the packaging are like reflections in the coffee, which may remind the wife of their good dating memories. On the other hand, the wife could tear the packaging and send the postcard to the husband. Technologies are pretty advanced nowadays. Although people could connect with each other via various methods, sending a postcard to your love and receiving a postcard from your love are still unique and romantic.
For February, there would be a special edition since Valentine's day falls in Feb. So the design for February is a couple packaging which looks like a house on the structure. In addition, there are two drawers in the Feb special edition.
