McCafé Packaging

Challenge:
New Zealand has more coffee roasters per capita than anywhere else in the world – so yes, Kiwis take their coffee seriously. When McCafé was ready to launch its new blend, it was more than just an update – it was a moment. To mark the occasion, they needed a fresh new look for their takeaway cups, something that would honour the care and craft behind the coffee, while connecting with the everyday coffee lover in a distinctly Kiwi way.

Approach:
We created a series of twelve takeaway cup designs that paid tribute to the artistry of the new blend, and to the culture that surrounds coffee in Aotearoa. The designs paired bold, clean visuals with sharp, uplifting copy that struck the perfect balance.

Each cup delivered a little moment of joy—a message to brighten your day and elevate your coffee break. From typography to tone, everything was crafted to feel like a mini recharge in your hand.

Outcome:
The refreshed McCafé cups helped launch the new blend with energy, personality, and cultural relevance. They didn’t just hold coffee, they sparked conversations, smiles, and shareable moments. A small but powerful brand touchpoint that reminded New Zealanders why they love their coffee so much.