Exemplar Coffee - Hundred Studio
Hundred Studio is a remarkable design studio based in Belfast, known for its innovative and high-quality work. Recently, the design director, Craig Norwood, visited our class to provide insights into the company and share examples of their projects. One project that particularly captured my attention was their branding for Exemplar, a premium monthly coffee subscription service. Exemplar offers subscribers a curated selection of coffee from around the world, paired with a magazine that enhances the luxurious experience. The brand’s focus is on delivering excellence at every turn, ensuring that every aspect of the subscription feels premium and meticulously crafted.
Hundred Studio drew inspiration from traditional printsetting and the industrial era's design approach to create a brand that exudes timelessness. They paired strong, bold, type-led designs with salmon-colored paper, creating a striking visual identity. The coffee bean packaging was especially innovative, designed with semi-translucent rice paper to mimic the matte effect of the accompanying magazine.
What appealed to me most was the premium packaging design—a box and sleeve combination reminiscent of opening a high-end shoebox. This design not only protects the contents but also enhances the unboxing experience. Inside, the magazine fits perfectly flush in the box, with enough space for two bags of coffee, ensuring that the presentation is both practical and elegant.
My favourite aspect of the design was the use of colour. The chosen palette gave the packaging a rustic feel while maintaining a modernistic edge through the typography. This blend of old and new elements creates a unique and memorable aesthetic that stands out in the market. Craig Norwood’s presentation highlighted Hundred Studio's commitment to excellence and attention to detail, reinforcing why they are regarded as a leading design studio. Their work on Exemplar is a testament to their ability to combine traditional influences with contemporary design principles, resulting in a product that feels both timeless and current. This project, in particular, inspired me to think more deeply about how design can elevate a brand and create an immersive experience for the consumer.
