As you might have guessed from my soliloquy on the Packaging from my latest Coffee review of the Kibingo by Square Mile Coffee Roasters, I’m a sucker for quality wrapping.

In my opinion having the right packaging for the coffee is almost as important as the coffee itself, almost.

Whether you’re trying to sell a single origin, single batch bean in a rustic recycled paper packet, or 100g of Kopi luwak in a gold-plated casket, the first impression matters.

It’s true that what’s on the inside is what counts, but you’ve actually got to be attracted to it in the first place before you get to know it, right?

Well, a small group of Armenians certainly think so.

Behance is a small coffee collective from Armenia and they look to be game changers when it comes to Coffee Packaging.

Their product, Mirage Arabica is encased in a circular box which has their unique take on a drinks-inspired colour palette which gives life to a mirage theme.

At first glance, you’d be excused for thinking that you were about to open an indulgent bottle of single malt.

But inside is a plethora of Arabica coffee beans just waiting to be brewed.

The colours on the packaging are designed to reflect common espresso ingredients – espresso, milk, foamed milk, hot water and a hint of chocolate.

The 5 ingredients each have their own unique desert image. As the packaging is rotated, the outer layer aligns with different drink types allowing images to appear and disappear like…. you guessed it, a mirage.

True it might not tell you a lot about the coffee inside, and I have no idea whether it tastes like nectar or cat wee, but I’d give it a go just for the novelty and theatrics of the packaging.

In a world where coffee can sometimes be a hipster-only self-indulgent pass time, there’s something quite refreshing about a coffee company just looking to have fun with their product.

You can view more images of the packaging below.

If you enjoyed this post then please give my Facebook page a like by clicking here and sharing this post.