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Caffè Pagani packaging & branding

Roasting Caffè Pagani was founded in 1949 from the dream and the passion of the founder Giorgio Pagani. Roasting is based in Lugano and managed by the second generation of the family. They call themselves craftsmen of good taste and produce and sell coffee mainly in Ticino. The new logo is a metaphor of circular movement of coffee during roasting. In general, the entire roasting process is based on circles as coffee beans always move in a circle. Two main characteristics (time and temperature) have round dials too. Everything is circular and rotates. Generation by generation Pagani offer you coffee mixtures of excellent quality. Coffee Packaging Idea was taken from the device of the roasting machine itself. Usually a roaster has a cylinder form and a special round window on the front side to see the current degree of roast. Eskimo Design ( Pavel & Irina Emelyanov ) used these typical details in its packaging concept to convey the idea of fresh roasted coffee. The short logo version symbolizes coffee beans which circle during the roasting process. Each mixture has its own name and capital letter for a quick identification (E for Espresso, G for Grani Naturali, etc.). On the back side of the packaging one will find circular placed messages for real coffee lovers. Photography by: Anatoly Vasiliev  

Credits: Eskimo Design

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