Nowwa Coffee · Supermodel Half-Baked Cheese Latte

The GICO Creative Team executed a thorough brand refresh for Nowwa Coffee, starting with the "Supermodel Half-Baked Cheese Latte." The project covered conceptual marketing, visual redesign, and full production of promotional materials.
Unlike typical coffee products using triglycerides (which cause weight gain), the Supermodel Half-Baked Cheese Latte uses diacylglycerol, largely not absorbed by the body and not converted into fat. GICO proposed a new concept, "Drinking one cup of Nowwa Coffee · Supermodel Half-Baked Cheese Latte saves calories equivalent to a 30-minute yoga session."
The packaging was redesigned. A minimalist, richly textured "small black cup" was created as a compelling temporal visual symbol, replacing the previous cluttered, inexpensive color scheme. This fundamentally changed consumers' perception of the brand as budget-friendly and visually differentiated the product from similar items.
A striking black-and-yellow color scheme formed the core visual identity. The matte black cup body conveyed a minimalist, premium brand image. The yellow hue directly referenced cheese attributes, enabling quick category recognition. The cup body features a removable cheese-gap-shaped hang tag that conveys essential messaging, preserving visual cleanliness while enhancing memorability through a unique profile. The tag displays a prominent "30" with a yoga icon, translating the abstract low-calorie selling point into an intuitive scene-based symbol, minimizing cognitive load.
For the shopping bag, the semi-baked cheese's hole texture was creatively used as the primary visual backdrop, representing the product's core flavor. A product-in-hand image was embedded on the front to enhance recognition. The orange handle and yellow bag body create a striking contrast. The overall design integrates product benefits, flavor characteristics, and brand visual identity. Through a minimalist, restrained information hierarchy and strong symbolic representation, it combines shelf visibility with effective user value communication.
Through this approach, a new coffee product image merging modern aesthetics with health benefits was officially created.