The creative concept of a non-existent coffeehouse within participation in advertising and design festival FAKESTIVAL – the first and the only international advertising and design festival in Russia where only those advertising and design concepts are accepted that had never been realized before.
The design of the paper cup itself is based on the similarity between the contour of low neckline on female breasts and the shape of a coffee bean, which is imperceptible at first sight. It should be mentioned that the degree of roast is reflected in various tastes of coffee blends – Brazilian, African and Colombian Smooth grind. In design of the latter, the coffee bean is represented in the form of another part of a beautiful Latin-American body.
The slogan “Mind your beans“, on the one hand, refers to the prototype – coffee beans, on the other, hints in metaphorical way at a warning to the menfolk against excessive enthusiasm in enjoying the product. Surely, the pleasant sensations arousing not only from taste of the coffee but also from warmth of the cup that the consumer would feel in his hands are also worth noting.