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For the first time in generations, consumers are beginning to become aware of the time and energy it takes to bring food from small seeds to products on their neighborhood grocery store shelves. Velocita packaging references these factors in an unconventional way, assuring buyers that this purchase is as fresh as fresh can be.

The Voice studio of Australia has actually opted to box these rich ground beans in what appear to be courier parcels. A thin brown card seems at first void of any indication of the nature of the contents, but a close look reveals a clever trick. The primary label on Velocita packaging looks like the shipping copy with delivery details, yet it's marked with the name of the brand and a note that says "Hand roasted coffee beans." Stickered with yellow Express tape, this merchandizing scheme suggests impeccable freshness.