Nescafé·Time Capsule

Centered on environmental protection and cultural heritage, this coffee packaging design seamlessly integrates innovative materials with a rich historical background to showcase the introduction of coffee culture to China. The outer layer of this packaging utilizes a leather-like material made from recycled coffee grounds (containing 45% fiber from Zhukula coffee husks from Yunnan), serving an eco-friendly purpose and offering a textured and durable finish that enhances the visual appeal.
The key standout feature of this packaging is its unfoldable, scroll-like structure. The scroll tells the century-old legendary story of China's first coffee tree—the Zhukula coffee tree in Binchuan, Yunnan. Through vivid illustrations and descriptive texts, it highlights the historical significance of this coffee tree and its profound influence on the development of China's coffee industry, delivering a unique narrative about the intersection of coffee and Chinese culture.
Yunnan, as the birthplace of coffee in China and home to many ethnic groups like the Yi nationality, brings a distinctive ethnic flavor to the packaging. This packaging design skillfully incorporates the cultural elements of the Yi nationality, such as traditional Yi motifs and silver ornaments, blending them with Western ancient scroll-style illustrations to create a modern yet historical artistic piece. The borders of the scroll are decorated with ethnic motifs, with meticulous details enhancing the overall aesthetic quality.
The coffee capsules are housed within the cylindrical scroll rollers, with each capsule corresponding to a "storyboard frame" in the scroll painting. This allows users to immerse themselves in the brand's history and culture upon unpacking the packaging.