Case Study: Art Direction and Illustration

I was hired by Lao Mountain Coffee, Laos’s top coffee distributor, to continue their rebranding project in October 2021. They offer a range of premium coffee blends sourced from the highlands of Laos. The client wanted to showcase their unique brand identity and appeal to a wider market with modernized cultural illustrations that reflect the traditional Laos style.

I worked closely with the client to create the concept and direction of the illustrations, following the existing design guidelines and adding my own creative touch.

I created 10 unique illustrations for Lao Mountain Coffee’s blends, each one showcasing the flavor, origin, and story of the beans. I used vibrant colors, geometric shapes, and organic elements to create a contrast between the modern and the natural. I also added cultural patterns, such as the Mekong River, to give a local touch and identity to the design.

The illustrations transport the viewers to the diverse landscapes where the coffee is grown, from the volcanoes of Hawaii to the misty highlands of Bolaven Plateau. Each blend has its own personality and charm, expressed through creative imagery. They appeal to a wide range of customers who value quality, variety, and adventure in their coffee experience.

👉 The packaging design was well-received by the client and the customers, and achieved a successful brand refresh launch, leading to a 12% boost in website traffic and a remarkable 95% increase in total sales. The customers loved the new packaging design and commented that it was eye-catching, beautiful, and informative. They also said that it made them feel more connected to the brand and the product.

Other than the packaging design, I also helped Lao Mountain Coffee create distributor label sticker designs and fresh the logo designs for their partnership company Furomon. Furomon is a leading coffee roaster and retailer that wanted to offer Lao Mountain Coffee’s products to their customers, while keeping their own brand identity and logo.

To achieve this, I redesigned the logo to make it appear more modern, bold, and contrasting. I also adapted the original artworks to match Furomon’s minimal vector styles and Lao Mountain Coffee’s color scheme. This way, the customers would be able to recognize both brands and the product they were buying.

The distributor label design was approved by both parties and helped to establish a strong and mutually beneficial partnership between Lao Mountain Coffee and Furomon.

For the final part of the project, I worked on refreshing the website of Lao Mountain Coffee. My role involved creating a smooth and engaging user experience, organizing the information in a clear and logical way, writing catchy and persuasive copy, and enhancing the brand identity with a fresh and modern look. I also collaborated with another designer who provided photography direction for the project.

The new website was launched in April 2023. It received positive feedback from the client and the customers. The website also saw a significant increase in its performance, with a 17% increase in total orders and a 25% increase in online store sessions.

Visit the link below to view the live website: