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When developing the concept for packs of ground coffee, special attention was paid to the need to create contrasting combinations in the design that provide better visibility on the shelf. But there was also a task with the help of soft colors to convey feelings about the taste of the product. The main compositional solution in packaging design is subject to the smooth forms already embedded in the brand logo itself. The choice of a dynamic font to indicate the appearance in the line gives the image freshness and energy inherent in a coffee drink. Black and white photographs of urban panoramas play the role of visual identifiers of tastes associated with the atmosphere of these cities.