Sang Pa

The Bruges Bus

Sang Pa Coffee

There once was a mighty and powerful king who ruled land in the East. His name was Fa Ngum. As he traversed the mountanous areas he called home, he passed over a hill and gazed at a vast stretch of land swarmed with giant, beautiful, powerful, grazing Asian elephants. He decided then to make this place the capitol of his new kingdom, and they called it Lan Xang or “Land of a Million Elephants.”

In honor of this culturally rich Asian country, I decided to base this project on the country of what is today refered to as Laos. It is a small country which borders five other countries, including Thailand.

For the coffee bag designs, I used a canvas sack to create an authentic and rustic texture. On top of the texture, a large secondary water mark of the elephant illustration can be vaguely seen. I placed the pattern on both sides of the bag to help express the feeling the culture gives off and to also fill the empty space.

A strip of the pattern was placed at the bottom of the bag to not only give the design weight, but to also bring attention to the label that holds the important information such as coffee type, brew, weight, and type. The logo is placed in the center. The square design contrasts with the natural illustration, giving the logo a more modern appeal. The type of coffee is then placed vertically next to the logo.

The menu follows similiar rules about gravity, texture, and contrast as the bag designs. The menu is full of not only different types of brewed coffee that are made from these Laos coffee beans, but it is also filled with a few authentic and delicious Laotian cuisine.

Award Winning

2021 Silver Addy

As a continuation of the Sang Pa Coffee Company, I also designed this look book, which is intended to give off the feeling of what the Sang Pa company is all about. It includes images and scenes from Laos, map designs, my coffee packaging designs, facts about Laos, and more.

With a country as culturaly rich and beautiful as Laos, it’s really fun to show the research that went into the project itself and explain why I did what I did with certain aspects of my branding.

This project won a Silver Addy Award in 2021.