This is some genius packaging by Nendo. They have really taken the needs of their client into consideration and molded it into their favor. Often times when approached by clients with a big ask and little to no budget, we as designers get discouraged or pass on the project, but here is an excellent example of what can come about from restrictions.
Anchor Coffee, a coffee business in Kesennuma, a small city in northern Japan, and a Japanese sake and beer brewery Sekinoichi of Ichinoseki, another small city in the same region – both areas were devastated by the earthquake and tsunami of March 2011, so the beer is a charity project to fundraise for disaster relief – have created a coffee beer drink, inviting Nendo to create the packaging for the new product.
For this collaboration they wanted to keep the costs down, so they ended up using existing bottles that they already had and using what I see as an iconic coffee bean illustration as labels that are hand placed. This type of attention to detail really says a lot about Nendo's design thinking process. Their ability to re-purpose what they already have as well as figure out a unique way to cut down on printing but at the same time give a unique twist on things, really encourages me to think in a way where not everything needs to be brand spanking new. We don't need to always design from the ground up, we can take what we already have and remodel/re-purpose it. Agree or disagree?