Established since 1956, Owl has become a household name that is renowned for lasting tradition in coffee-making. Therefore i design a packaging system that benefits the Owl heritage as well as its modernized branding. To differentiate Owl from other coffee brands in the supermarkets, i instead employed attractive patterns graphic to represent different races of target audiences. For example, a pattern with brown flower will target to modern young adult market. With their visual feast, curious shoppers will definitely pick up the boxes on the rack. After finish enjoying the greatness of the coffee, they can also use the empty boxes to pack other kind of stuffs. Therefore it can also be a nice visual display container for themselves.