KICK-START Packaging

Kick-Start was launched in 2008 as an alternative to the traditional coffee options on store shelves in the Philippines. It’s simple plain black packaging stood out initially, but over time felt less differentiated as black became a category standard. The new approach disrupts the shelf again and shifts from a more muted story around starting a conversation, to a bold expression of empowerment. The design expresses the energy and fearlessness of the entrepreneurial mindset, encouraging people to kick-start something new of their own.