MAXIM Coffee

Food & Drink


Dongsuh Food(MAXIM South Korea)


Special Edition Design Creation

Project Scope

global F&B trend insights/ brand design strategy / FGI(Focus Group Interview)/ supergraphics pattern + illustration/ package design/ print sampling/ merchandise product design(MUG, etc.)

Challenges & Solution

S.Korea's no.1 instant coffee brand MAXIM wanted to launch their special holiday edition for their signature product lines: mocha gold mild, white gold, arabica 100, gift set. Through FGI(Focus Group Interview) we've found out what consumers expect from the brand. With a design concept of 'Happiness in the Stick', we've visualised three main elements of MAXIM coffee mix(coffee + sugar + dried creamer) and have created various patterns.

Maxim Special Edition - Mocha Gold Mild

Maxim Special Edition - White Gold

Maxim Special Edition - Arabica 100

Maxim Special Edition - Soluble Coffee Bottle

Maxim Special Edition - Mug (GWP)

Maxim Special Edition - Gift Set