{"id":834,"date":"2025-04-22T14:29:24","date_gmt":"2025-04-22T12:29:24","guid":{"rendered":"https:\/\/www.davidzuker.com\/design\/?post_type=portfolio&p=834"},"modified":"2026-07-28T11:52:15","modified_gmt":"2026-07-28T09:52:15","slug":"packaging","status":"publish","type":"portfolio","link":"https:\/\/www.davidzuker.com\/designer\/portfolio\/packaging\/","title":{"rendered":"GRANELL COFFEE: Packaging design"},"content":{"rendered":"
[vc_row thb_divider_position=”bottom” css=”.vc_custom_1778693408852{padding-top: 10vh !important;}”][vc_column][vc_row_inner css=”.vc_custom_1778693386973{margin-top: 50px !important;}”][vc_column_inner width=”1\/4″][vc_single_image image=”2256″ img_size=”full” alignment=”center” css=”.vc_custom_1778693270931{margin-top: 0px !important;margin-bottom: 0px !important;}”][\/vc_column_inner][vc_column_inner width=”3\/4″][vc_column_text css=””]\n

Granell Coffee<\/h2>\n

Granell Coffee is a company founded in 1940 which, ever since, has specialised in the roasting, packaging and distribution of coffee. It has its own sales network both nationally and internationally. The company exports to countries such as China, Germany, Poland, Romania, Russia, Greece, Jordan, Iran, the United Arab Emirates and Saudi Arabia.<\/strong><\/h5>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text css=””]\n

Packaging Design<\/h1>\n[\/vc_column_text][vc_column_text css=””]\n

THE CHALLENGE<\/h4>\n

Entering the world’s most competitive market<\/h4>\n

The strategic challenge for Caf\u00e9s Granell was not merely a redesign, but the creation of a packaging system capable of opening up the US market for a Spanish brand. The challenge was to position the product in one of the most saturated and demanding markets on the planet, competing directly with local and international firms during the Christmas campaign\u2014the period of peak consumption and competition in the year\u2014where the design must act as the sole driver of trust and desire for a consumer who is not yet familiar with the brand.<\/strong><\/h4>\n

THE STRATEGY<\/h4>\n

Visual Transcreation for the American Market<\/h4>\n

I developed a transcreative branding strategy, adapting the values of European heritage to the visual and consumer codes of the United States. The approach was based on three key pillars:<\/strong><\/h4>\n

Aesthetic Appeal and \u2018Giftability\u2019<\/h4>\n

I designed packaging based on the concept of a \u2018premium gift\u2019, enhancing the product\u2019s sophistication to align it with the expectations of the high-end US market. The aim was for the packaging to command immediate attention on the shelves of trade fairs and specialist shops across the US.<\/strong><\/h4>\n

Origin Narrative as a Distinguishing Feature<\/h4>\n

I used \u201cSpanish Heritage\u201d as a valuable asset, incorporating it into a clean, contemporary aesthetic that broke down barriers to entry and created an instant emotional connection with the English-speaking consumer.<\/strong><\/h4>\n

Design for the peak season<\/h4>\n

The Christmas campaign called for maximum visual impact. I devised a system of hierarchies and finishes that ensured the necessary shelf impact to stand out in a context of total advertising saturation, helping consumers make a purchasing decision in a matter of seconds.<\/strong><\/h4>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom” css=”.vc_custom_1745325484757{margin-bottom: 20px !important;}”][vc_column]\t
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\n\t\t\t\"\"\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t[\/vc_column][\/vc_row][vc_row content_placement=”middle” thb_divider_position=”bottom” css=”.vc_custom_1745325416901{padding-top: 7vh !important;padding-bottom: 7vh !important;}”][vc_column width=”1\/2″ css=”.vc_custom_1745325397250{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 20px !important;padding-left: 20px !important;background-color: #000000 !important;}”][vc_column_text css=””]\n

RESULT<\/strong><\/span><\/h4>\n

A highly successful launch, with performance figures showing that the campaign resonated with the US market and significantly boosted the brand\u2019s visibility in the country.<\/strong><\/span><\/h4>\n

The packaging design was key to ensuring that this marketing campaign had the desired impact, not only in terms of branding, but also as a calling card to position the brand with the premium value sought in the American market.<\/span><\/strong><\/h4>\n

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\u2018David\u2019s work was a great success and was very well received in the US market. The design was enthusiastically welcomed by our most discerning customers, garnering very positive feedback.\u2019<\/p>\n<\/blockquote>\n\t\t\t\t\t\"1516781326508\"\t\t\t

\n\t\t\t\tElena Granell<\/cite>\n\t\t\tExport Manager<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t[\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row thb_divider_position=”bottom” css=”.vc_custom_1778693408852{padding-top: 10vh !important;}”][vc_column][vc_row_inner css=”.vc_custom_1778693386973{margin-top: 50px !important;}”][vc_column_inner width=”1\/4″][vc_single_image image=”2256″ img_size=”full” alignment=”center” css=”.vc_custom_1778693270931{margin-top: 0px !important;margin-bottom: 0px !important;}”][\/vc_column_inner][vc_column_inner width=”3\/4″][vc_column_text css=””] Granell Coffee Granell Coffee is a company founded in 1940 which, ever since, has specialised in the roasting, packaging and distribution of coffee. It has its own sales network both nationally and internationally. The company exports…<\/p>\n","protected":false},"author":2,"featured_media":5038,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"class_list":["post-834","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/834","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/comments?post=834"}],"version-history":[{"count":38,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/834\/revisions"}],"predecessor-version":[{"id":5032,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/834\/revisions\/5032"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media\/5038"}],"wp:attachment":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media?parent=834"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/tags?post=834"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}