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from concept to reality One of the best ways to inspire change is by creating an easier way to do things.

{Lets start with the little things.} One of the most annoying things coffee drinkers struggle over is separating the filters.

f uct o d o r P ng nspiri i s r e n g Desig reatin c y b e . chang orning m t c e f a per


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DiseĂąo Breve

le. nsab e p s y di ly easil nsistent e r a o that are c n for lters at they fi e lutio ly coffe ers is th y so e si g M a . t ld ea ate u r pack offee fil o a o p w t to se that ided th c I dec blem wi are hard ntainer a co pro ll. and The sign her e pu t e n e d o g o ith st k to nd stuc blem wa filters w ept a on of c n o o e c ti pr coffe ssue reinven i this e t the h e t is y of h r g th nse t e o n t i p e s s l s di the of u Whi isted e filters. I wanted pective. s n o ers gn c coffe superb, ric p desi o into s t s a t i i My w x ah ing ge e bo with grat acka p inte eric tissu nd rich e h en om t dor– na er fr the g to be fu t l ata fi ve e age offe the M is to wa c f e o pack h t hter ging. ing t e concep llfig pull u ar h f b t o a ith to ch or ion f n t w i c n o l a l o to g acti The e bu and d me ommon te th ape i e h c r s i n p i c to ins took r. A ure cape igns ces, cult ghte d s fi e e l r l d bu my uen ious otor ction their infl n e e fl h e t nd r dor, rch a nquista a e s co re ugh nish Thro to a Spa ns. ted tter adap hing pa t clo and


research design

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package

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research


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Matador story

The spectacle of bullfighting has existed in one form or another since ancient days. For example, a contest of some sort is depicted in a wall painting unearthed at Knossos in Crete, dating from about 2000 BC. It shows male and female acrobats confronting a bull, grabbing its horns as it charges, and vaulting over its back.


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corrida del toro As bullfighting developed, the men on foot, who by their capework aided the horsemen in positioning the bulls, began to draw more attention from the crowd, and the modern corrida began to take form. Today the bullfight is much the same as it has been since about 1726, when Francisco Romero of Ronda, Spain, introduced the estoque (the sword) and the muleta (the small, more easily wielded worsted cape used in the last part of the fight).


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textiles & patterns are an expression of the Spanish matador culture In the large arena, the bullfighters or matadors would wear a distinctive costume, consisting of a silk jacket heavily embroidered in gold, skintight trousers, and a montera (a bicorne hat).


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suit of lights The decoration of the textiles and patterns are a true testament the fearless fighters as well as a culturally accepted beauty. Swirling designs of golden thread, brilliant reds, pinks and greens became the typical design for the “suit of lights,� costing several thousand pounds. These key designs effected the overall design of the Matador Coffee Filters. Staying true to the culture, heritage and tradition the Matador brand incorporates flourishes into the package design.


design


A fighting style reminiscent of poster art

The style of a matador is a flourishing showmanship that has been illustrated in many poster advertisements. In each poster a display typeface is shown that is an elongated, condensed and thick that jumps off the page. This Latin American/Spanish style has driven the bold lettering into each poster designs.

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A type of style

An elongated, condensed, thick, flourishing style that symbolizes both the fighter and the typeface. Is this the style of the Matador Coffee Filters?

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The examination of the type in the se p oste r s le ad t o t h e final typeface design. The type face I chose was an elongated lettering that was familiar with the posters. I found the closest typeface similar to Trenton. Trenton had the same thick, condensed and elongated lettering with a Latin influence of flourishing terminals. The bullfighting posters tell a story that is genuine with excitement and showmanship. Much like an advertisement for a circus, these performers give a death defying battle between man and beast.


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Matador brand type was styled by toning down the terminals. Tenton’s unusual look matched the Spanish theme posters yet tended to be unreadable. Because of this I toned down the terminals and balanced the thick curves. The addition of the sword or estoquÊ gave the Matador Coffee Filters a unique twist to the logo mark.


14 Developing the identity of the matador coffee filters enabled the

O n e p u l l . n o b u l l . product to have a life of its own. The identity of Matador Coffee Filters begins with a simple design that will enable anyone to grab just one coffee filter, each time. Thus the phrase–one pull. no bull became the motto. Rich with culture and decoration, the Matador Coffee Filters primary aim was to entice customers by its stylish package as well as interesting with a comedic story.


Olé! says the matador as he flashes his cape toward the charging bull. For the average sleep deprived coffee drinker the sight of clumped, unrelenting filters is just as daunting as a charging bull. The Matador Coffee company’s motto: ONE PULL, NO BULL promises one filter every time. Matador coffee is a small family owned business started in the village of Morro São Paulo during the reign of Pablo el Heffe.

A design fable

It is said that when el Heffe fought in the corrida del toro , he held a estoque sword in one hand and a cup of coffee in the other. With Matador Coffee filters you will be able to conquer your own bull. *Estoque not included.


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OlÊ! says the matador as he flashes his cape toward the charging bull . For the average sleep deprived coffee drinker the sight of clumped, unrelenting filters is just as daunting as a charging bull. The Matador Coffee company’ s motto : ONE PULL , NO BULL promises one filter every time . Matador coffee is a small family owned business started in the village of Morro Sao Paulo during the reign of Pablo el Heffe. It is said that when el Heffe fought in the corrida del toro, he held a muleta swor d in one hand and a cup of coffee in theother. With Matador Coffee filters you will be able to conquer your own bull. *Muleta not included.

Side view. Label is an adhesive band.

Brilliant colors attest to the passion of the corrida del toro The corrida del toro is a passionate, death defying game of man over beast. Cape, blood, passion and hunger are all symbols for this death defying game. It is with this color that the Matador Coffee Filters find his brand color.

Top view. The easy open top allows the user to pull from the serrated edges.

gives humor and pride to the companies trademark story.


Package


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final package design The package illustrates a decorative cultural feel that is reminiscent of the matador. The red labels are in similar contrast with the red container giving them an over the top design of the cultural style. The filters glow behind the container that are folded in ruffles of patterns.


Matador Coffee Filters  

Packaging and identity design