Elevens Coffee

Time for a pause

The Grind: Cafe-quality coffee at home, in seconds? Coffee capsules are the answer. The sleek aluminium pods and futuristic machines shift away from traditional coffee imagery of vintage equipment, steaming cups and verdant plantations. The challenge was to build a branding and packaging system that stayed true to this contemporary aesthetic, while introducing warmth, personality, and a sense of pause.

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The Brew: Elevens Coffee takes its name from the time of the day one of the founders reaches for their first cup—eleven o'clock, a good moment for a break in the rhythm of the morning. The numerals form the pause symbol, which becomes a recurring device on the packaging, including a window into expressive illustrations that interpret the mood of each blend. A bespoke packaging structure turns the simple act of opening the box into a deliberate ritual, reinforcing the brand's central idea: to slow down, pause, and savour the moment.

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Strategy / Naming / Branding / Print / Packaging / Illustration

Team:
Suvendu Sekhar Das, Vinit Gaikwad, Jasmine Arora, Shipra Bharati, Richa Bhargava, Hanumant Khanna

A World of Exciting Coffees
Elevens offers three categories of coffee—the essential Specialty series, the Flavoured series, and the premium Single Origin series, alongside a multi-variant Explorer's Pack and a Decaf option.

The packaging system is designed to maintain strong continuity across the range while enabling clear differentiation between variants. Distinct sub-identities, colour coding, and illustration systems work together to ensure instant recognition, whether viewed online or on the retail shelf.


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