dCell – Strategic Design Consultancy, a specialist division of Lowe Lintas offering integrated design solutions to clients, has designed the packaging for Bru Exotica, Hindustan Unilever’s coffee brand. With the launch of Bru Exotica, Hindustan Unilever desires to carve a niche in the premium end of the category.

dCell has been the Strategic Design Consultancy for Bru for almost 3 years now. While dCell has created the brand identity for Bru, they were assigned the task of creating the packaging for their premium product offering The Bru Exotica range offers the world’s finest coffees from Brazil, Colombia and Kilimanjaro. The mandate was to clearly establish Bru Exotica as a coffee with high quality taste and aroma scoured from the best destinations in the world.

Drawing from this, dCell has used coffee bean stains for creating a map of each country of origin for the packaging. Characteristics of that country, including coffee beans, are depicted to tell a story and underline international appeal of the products. . The idea was not only to bring out the richness of the coffee palette but also convey the message that all 3 variants are part of the same exotic family.

Commenting on the same Tasneem Ali, Design Head, dCell said, “Coffee drinkers are typically a highly involved lot and the idea was to create a distinct variant for the discerning consumer – With the unique shape of the jar and graphics that evoke the romance and mystery of far-away lands, Bru Exotica is a new and special coffee experience.”