Five renewed designs for Maxim T.O.P [Dongsuh Foods]
Five renewed designs for Maxim T.O.P [Dongsuh Foods]

Dongsuh Foods has redesigned the packaging of its ready-to-drink coffee brand Maxim T.O.P for the first time in about five years. The product uses 100 percent arabica beans sourced from Colombia, Kenya and Brazil, and applies the company's proprietary espresso extraction method to enhance quality.

The new design visually expresses the brand's message, "the closest rest," combining a simple layout with curved elements to convey a sense of comfort.

The redesign covers seven canned varieties — The Black, Sweet Americano, Master Latte, Smoky Black, Smoky Latte, Medium Roast Dolce Latte and Vanilla Latte — as well as four cup coffee options: Bold Espresso Latte, Mild Espresso Latte, Triple Espresso Latte and Nutty Caramel Espresso Latte. Three PET bottle products — Simplissmus Black, Simplissmus Sweet Americano and Simplissmus Latte — also received the updated look.

Alongside the packaging refresh, the brand launched a new advertising campaign. The "Office" spot conveys the brand message through a man who carves out a moment of personal rest amid the bustle of a busy workplace.

Earlier this month, Dongsuh Foods released Maxim T.O.P Vanilla Latte — the first new latte-type addition in about four years since Medium Roast Dolce Latte. In July, the company introduced a label-free PET version of Simplissmus Black, sold exclusively online. The 360-milliliter bottle features Braille markings on top of the packaging to improve information accessibility for the visually impaired.

"Maxim T.O.P embodies 50 years of Dongsuh Foods' technology, allowing consumers to enjoy the flavor of real espresso at the level of a specialty coffee shop anytime, anywhere," a company official said. "We will continue our efforts to ensure consumers can find a moment of rest in their daily lives — not only through the authentic taste and aroma of coffee, but across the entire brand experience."


andy@heraldcorp.com