{"id":15546,"date":"2024-04-15T11:11:00","date_gmt":"2024-04-15T11:11:00","guid":{"rendered":"https:\/\/blog.tubikstudio.com\/?p=15546"},"modified":"2026-07-31T13:17:10","modified_gmt":"2026-07-31T13:17:10","slug":"packaging-marketing-design-coffee-brand","status":"publish","type":"post","link":"https:\/\/tubikstudio.com\/blog\/packaging-marketing-design-coffee-brand\/","title":{"rendered":"Gofe: When a Coffee Brand Let Cats Do the Talking"},"content":{"rendered":"

Most coffee packaging design leans on beans, steam, and a serif font that thinks it’s whispering “artisanal.” Gofe skipped that whole playbook. The Tubik Studio team\u2014designers Maryna Solomennykova and Arthur Avakyan, with art direction from Vlad Radionov\u2014built a brand around a stranger idea: what if the mascot did more work than the logo?<\/span><\/p>\n

\"coffee<\/p>\n

The Logo Nobody Notices First<\/b><\/h2>\n

Gofe’s wordmark mixes sharp angles with rounded curves, a deliberate tension that mirrors the brand’s “coffee on the go” premise. Good logo<\/a> design usually gets top billing in a case study. Here it barely gets a second glance, because a squad of illustrated cat characters steals every scene on the packaging. That’s the surprising bit: the visual identity system leans on character-driven branding rather than wordmark recognition, and it still reads as cohesive.<\/span><\/p>\n

Cats, Not Beans<\/b><\/h2>\n

The mascots<\/a> show up mid-errand\u2014commuting, playing sports, clutching a cup\u2014which sells the “coffee anywhere” concept better than any tagline could. Illustrated characters carry emotional recall in ways abstract logos rarely do; Aflac’s duck and the Michelin Man built billion-dollar recognition on the same principle decades before “brand personality” became a LinkedIn buzzword. <\/span><\/p>\n

\"Costa<\/p>\n

\"Guatemala<\/p>\n

\"Ethiopia<\/p>\n

\"Kenya<\/p>\n

\"all<\/p>\n

Packaging Design That Actually Differentiates<\/b><\/h2>\n

Gofe needed two formats\u2014coffee pouches and coffee pod boxes\u2014and the studio solved both with the same illustration system, scaled and cropped differently per surface. That’s the real skill in packaging design system work: knowing which parts of a character survive a shrink to pod-box size and which get cropped without losing the joke.<\/span><\/p>\n

\"coffee<\/p>\n

\"coffee<\/p>\n

Marketing Collateral: The Boring Part That Isn’t Boring<\/b><\/h2>\n

Menu leaflets, price lists, posters, stickers\u2014unglamorous stuff, until you realize it’s where most customers actually meet the brand. Gofe extended its color palette<\/a> (warm, earthy, sunny) and cat illustrations across every touchpoint, turning marketing design into reinforcement rather than repetition.<\/span><\/p>\n

\"menu<\/p>\n

\"Poster<\/p>\n

\"Stickers<\/p>\n

Recommended Reading<\/b><\/h2>\n

Still Curious? Good. Here’s more design thinking to fall down a rabbit hole with\u2014case studies, opinions, the occasional strong take:<\/span><\/p>\n

12 Bright Projects on Visual Identity and Packaging Design<\/a><\/p>\n

Love Sign. Gift Box Packaging Design with Romantic Vibes<\/a><\/p>\n

PierSide. Packaging Design for Tinned Fish Brand<\/a><\/p>\n

KOISI Tokyo. Packaging Design for Japanese Restaurant<\/a><\/p>\n

Sidra Vivo. Vibrant Packaging Design for Cider Brand<\/a><\/p>\n

Christmas Fair. Graphic Design for Winter Marketing Campaign<\/a><\/p>\n

Black Friday. Graphic Design for Marketing Campaign<\/a><\/p>\n

Fairytale. Picture Book Illustrations and Design<\/a><\/p>\n

Aqua Dudes. Cartoonish Packaging Design for Fish Food Brand<\/a><\/p>\n

Herteas. Packaging Design for Herbal Tea Brand<\/a><\/p>\n

Nutribite. Tasty Packaging Design for Granola Bars<\/a><\/p>\n

Milkimu. Packaging and Marketing Design for Dairy Brand<\/a><\/p>\n

Dance Festival. Creating a Set of Event Poster Designs<\/a><\/p>\n

Soaplanet. Soap Brand Packaging Design with Travel Spirit<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

How Tubik built Gofe’s coffee brand around illustrated cat mascots instead of the logo\u2014packaging design for pouches, pods, and marketing collateral.<\/p>\n","protected":false},"author":10003,"featured_media":17758,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3,588,4,6],"tags":[248,312,440,447,569,44,580,47,596,57,608,59,611,100,613,123,621,127,630,138,147,212,239],"coauthors":[634],"class_list":["post-15546","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-business","category-case_study","category-illustration","tag-illustration","tag-mascot","tag-tubik","tag-tubik-studio","tag-2d-illustration","tag-brand-identity","tag-tubik-arts","tag-branding","tag-packaging-design","tag-case-study","tag-packaging","tag-character-design","tag-marketing-design","tag-design","tag-business-illustration","tag-design-for-business","tag-visual-identity","tag-design-for-marketing","tag-character-art","tag-design-process","tag-design-studio","tag-graphic-design","tag-identity-design"],"acf":[],"yoast_head":"\nGofe: 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