Nescafé·Time Capsule

This coffee packaging centers around sustainability and cultural storytelling, combining innovative materials and regional identity to be eco-friendly with humanistic value. The main body of the packaging adopts a leather-like material made from recycled coffee grounds (containing 45% fiber from Zhukula coffee husks from Yunnan), which not only extends the lifecycle of a coffee byproduct but also endows the packaging with a distinctive natural texture and sensory experience.

This packaging features a scroll-like structure. When unfolded, it reveals the century-old legendary story of China's first coffee tree—the Zhukula coffee tree in Binchuan, Yunnan. This narrative is not only a tribute to the origin of Chinese coffee culture but also a guide for consumers to learn about the journey.

Yunnan, recognized as the birthplace of coffee in China and home to many ethnic groups such as the Yi nationality, provides deep cultural inspiration for the design. Traditional Yi motifs and silver ornaments are ingeniously integrated with Western ancient scroll-style illustrations, resulting in a unique visual language that blends Eastern and Western cultures. The borders of the scroll are decorated with ethnic motifs, adding a cultural touch to the overall aesthetic.

In terms of internal structure, the coffee capsules are housed within the cylindrical scroll rollers, with each capsule corresponding to a "storyboard frame" in the scroll painting. This allows users to immerse themselves in the brand's history and culture upon unpacking the packaging.