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Ritual as a Strategy for Coffee Packaging Innovation

This project presents user research insights developed during the User Research course at Tongji University, in collaboration with Goglio S.p.A., a leading manufacturer of integrated packaging systems.
The client invited us to explore new directions for coffee packaging innovation. Through case studies and in-depth interviews, we identified ritual as a critical and interesting driver of consumer engagement and purchase behavior.
We designed and facilitated a cultural probing workshop with 10 participants to explore which elements coffee consumers associate with a ritualistic packaging experience, and how such elements might be supported through design.
The final deliverable was a design brief with our definition of ritual coffee package, to inspire further research and development inside Goglio Group.