Sensory Architecture & Experiential Valuation.
Client
Internal Benchmark
year
2025
role
Packaging & Brand Voice
Coffee is traditionally marketed as a utility—a morning commodity competing entirely on price and convenience. Coastel was engineered to eradicate this commodity mindset and elevate a standard consumable into an elite sensory architecture.
The strategic intervention involved stripping away the "friendly neighborhood cafe" tropes. We repositioned the brand around the absolute precision of the barista's craft, framing the creation of every espresso not as a fast-food service, but as a rigid, uncompromising art form.
The visual identity relies on coastal minimalism, completely devoid of the warm, rustic clutter typical of the sector. The packaging utilizes stark contrast, unyielding typography, and precise structural alignment to command a premium experiential valuation.
