Packaging and art direction
Filière M has been a part of 94 celcius coffee roasting company since the very beginning of their journey. Each sip of 94 celcius coffee reflects the care involved in the roasting process and the will to create an ethical relationship with the producers. Not only does the company shine in Canada, but in the rest of the world as well.
Ever since its’ launch, 94 celcius has evolved and gained praise. It became necessary to review the format and visual of the packaging to ensure a better presence on the shelves of retailers.
For this new edition, we opted for a more subdued design for the bag. As for the labels, we settled for an illustrative approach where the artistic textures combined to both soft and bright colors offer each coffee a distinctive universe. We then created an art direction where rigor is put at the forefront of the photographic space.
Editor: Héloïse Leclerc
Producer: Cara Cole from MOM Industries
Photographer: Jany Tremblay from MOM Industries
Assistant photographer: Pascal Fréchette
Barista: Carl Boudreault