40weight

The trend of brewing one's own coffee has really picked up all around the world and the UAE has not been an exception. The country has always had a big coffee culture and so 40weight wanted us to work on their packaging and branding approach. They mentioned to us that their key target market is enthusiast coffee drinkers and we immediately knew that highlighting details only an enthusiast would care about such as the altitude, roast type etc. was going to prove to be a good move. 40weight has always sourced their coffee ethically via family owned farms around the world and they never mix beans, however, they were not advertising this so including that in the branding plan as well was a definitely a no-brainer.