Project 2
6 weeks
Packaging & Visual Designer
Understanding Our User:
Meet Sofia!
Sofia Ramirez
31, Independent Café Owner
Portland, OR
"My customers care about where their coffee comes from—packaging should tell that story before the first sip."
Goals
- Source packaging that reflects artisan quality
- Minimize waste to align with café values
- Stand out on shelves next to mass-market brands
- Easy to store and stack in small spaces
Frustrations
- Generic kraft bags feel uninspired
- Premium packaging options are prohibitively expensive in small runs
- Hard to find compostable materials that also preserve freshness
- Inconsistent print quality across batches
Scenario
Sofia runs a neighborhood café with a loyal following. She roasts her own beans and sells bags retail. She needs packaging that communicates her brand's warmth and origin story without breaking her margins.
User Stories
"As a café owner, I want packaging that reflects my brand's artisan identity so customers trust the quality before tasting."
How Might We...
How might we communicate origin stories through tactile and visual packaging design?
How might we maintain premium shelf presence using only sustainable materials?
How might we create a scalable packaging system that works across 12+ coffee varieties?
User Journey & Design Opportunities
Discover the product on shelf
Pain points
Blends into sea of similar kraft bags, no visual anchor, brand unrecognizable
Solutions
Origin-coded color bands, embossed logo, unique die-cut window showing bean color
Read product information
Pain points
Tiny text, cluttered back panel, certifications buried in fine print
Solutions
Tiered info hierarchy, icon-based certifications, QR code for full story
Purchase and take home
Pain points
Bag feels flimsy, no carrying handle, awkward shape for pantry
Solutions
Reinforced bottom gusset, flat-bottom stand-up pouch, integrated carry slot
Open and reseal
Pain points
Tear strips that fail, no zip-lock, coffee loses freshness quickly
Solutions
Tin-tie closure with compostable zip, one-way degassing valve, clear open instructions
Dispose of packaging
Pain points
Mixed materials make recycling confusing, guilt about waste
Solutions
Single-material construction, clear composting icons, seed-paper hang tag