New packaging - Yume Coffee

Brief
Yume Coffee Roasters wanted to level-up their packaging game and wanted us to come up with a solution that will make them stand out while staying true to their philosophy.

Idea
Japanese, YUME means "dream".
A beautiful word and an odd choice for a coffee brand name, when the product should do the exact opposite -> wake you up.
Inspired by their amazing coffee that makes you dream with your eyes open, we've created the new packaging.
A series of "lucid dream" illustrations that make the eye travel to incredible places, just like the coffee makes your tastebuds travel places.

My role: concepting, creative direction.