Hasbean of the UK was the large winner, however there have been numerous worthy entries on this 12 months’s World of Espresso Design Awards competitors.
BY CAROLINE CORMIER
SPECIAL TO BARISTA MAGAZINE
Entries for the 2022 awards had been judged in keeping with the next standards:
• Individuality: How distinctive is the design? Is it recent, unique, distinctive? Have you ever seen it earlier than in espresso?
• Sustainability: Had been supplies or methods designed with sustainability in thoughts?
• Innovation: Does the submission define any new methods, know-how, or method that has worth? What issues are fastened?
• General: This part carries double the factors, addressing general enchantment and performance as assessed subjectively by every choose.
With dozens of worthy submissions, the winner of the 2022 competitors was Hasbean. Hailing from Staffordshire, United Kingdom, Hasbean—which is a part of Ozone Coffee Roasters—launched its recent new take a look at the London Coffee Festival earlier this 12 months.
Hasbean Rebrand Wins
Hasbean’s rebranding—the product of a six-month inventive course of led by in-house designers Ed Hughes and Fran Newman-Day with the assistance of Oliver Tyrrell Studio—is absolute perfection. Having been within the espresso enterprise for over twenty years, the Hasbean staff has at all times taken nice delight in making unimaginable espresso accessible. With their new design, they obtain precisely that.
The Pantone-inspired palette immediately attracts in anybody on the hunt for his or her subsequent nice cup of espresso and makes it simpler to rapidly spot your favorites. With Garton font as the point of interest and funky colours because the backdrop, Hasbean’s new look makes for the proper eye sweet. Nonetheless, it’s the scrumptious espresso inside and pithy and down-to-earth descriptions of it that may preserve clients coming again for extra. With a “little nudge of grapefruit,“ “the recent zing of lemon,“ or “massive, rolling caramel,“ how are you going to resist craving a style? Syrupy, squishy, gloopy, melty—these intelligent descriptors deliver Hasbean’s specialty espresso choices to life and make their wonderful espresso much more accessible than earlier than.
Different Standout Designs
It was a formidable win for Hasbean contemplating the excessive stage of excellence of the opposite 29 entries, which included Coffee Libre of Seoul, South Korea’s easy, elegant espresso capsules; L.A.-based Spicy Bean Lab’s tin cans meant to have their periodical desk impressed designs displayed within the residence; and Caravan Coffee’s colourful canisters which can be used solely for espresso from the Galapagos Islands. “Past our typical associations with the archipelago, which are inclined to look backwards at its previous, we needed to painting the islands as they’re—alive, colourful and energetic!“ wrote the London-based Caravan in its entry. “For this design we take our clients on a journey to the volcano of Santa Cruz, surrounded by the commerce winds which give the island with its cool local weather, making specialty espresso attainable even on the unbelievably low altitude of 100 meters above sea stage. Clashing colours and enormous typography, impressed by Ecuadorian artwork in addition to ’60s and ’70s airline journey posters, are matched with layered illustrations of the totally different flora and wildlife to create a variety of property for the packaging and advertising and marketing of this particular espresso.“
For his or her half, Hasbean—which has lengthy been identified for its bright-red model identification—made a daring transfer by fully reimagining the corporate’s look and vibe. “In the beginning of this model revisitation course of, we knew that after 20 years of the identical look, it was lengthy overdue for us to take this chance to get again to the essence of what Hasbean stands for: making unimaginable espresso accessible. That view was woven into every a part of the brand new model and bag designs,“ the corporate writes of their entry assertion. “The world of speciality espresso has advanced, and we’ve at all times thought-about Hasbean to be on the forefront of its evolution by way of the vary and number of flavors, origins, and processes we provide. It was time for our new model, and subsequent packaging designs, to mirror that evolution. We took inspiration from our personal group: listening to instantly from them, as we at all times have, what was most necessary to them when deciding on their espresso, and the way we may make the complete course of a bit extra pleasurable, and easier.“
Concerned with seeing the entire entries within the World of Espresso 2022 Design Awards? Comply with this link to view pictures, artist statements, and extra.
ABOUT THE AUTHOR
Caroline Cormier (she/her) is a contract author from Toronto, Canada. She at present lives in Berlin, Germany, the place she’s been supporting native efforts to assist Ukrainians who’ve fled to the German capital. You possibly can observe her on Instagram at @ccormier_.