CLOSE ENCOUNTERS OF THE TRADITIONAL KIND (MODERN MARKETING EDITION)
Closeness is the essence of Grand kafa. With its aroma and taste, it connects people and initiates most interesting stories every day. With the idea of affirming key values of our coffee (friendship, hospitality, and love), FCB Afirma created new promotive packaging of Grand kafa based on a modern interpretation of traditional patterns of our region and, by using them, we enchanted the world.
Tradition is a wonderful thing, especially when it enters the chambers of collective memory and brings to light something worth keeping, something that is precious and noble. Anyhow, it can be a burden for the future journey – representing chains that hold one back from moving towards something more progressive, and possibly better.
We didn’t plan to be slaves of our tradition, instead, we wanted to bring it to life. We wanted to find the eternal in the fine fabric of time, in the embroidery that is made out of magnificently simple moments and, finally, to tell the story of our endurance.
As a matter of fact, we wanted to bring back the very things we forget, the essence of human relations (both our own and those of the entire humankind) – closeness, love, friendship, hospitality...
The reason why closeness had to find a way to be present in Grand kafa Gold packaging is that closeness is at its core. With its aroma and taste, it connects people and initiates most interesting stories every day. That is why we created new, promotive packaging of Grand kafa Gold, which is specially designed to celebrate closeness through a modern interpretation of traditional patterns of our region that honor hospitality, friendship, and love. The meaning behind them is what makes life worth living.
Their universal value, beauty, and strength are soon recognized outside the borders of our region. Grand kafa patterns provoked an extremely positive reaction in FCB’s creative headquarters and have been published in the esteemed Little Black Book.
