When B Brand Design of Australia was assigned the task of breathing life into Rhino Coffee packaging, they decided that the best way to do this was to avoid using the image of a steaming cup of java at all costs. The familiar picture is plastered all over every brand of brew on the grocery store shelf, and now one stands out with a visual strength that may metaphorically charge its competitors.
Befitting the name of the product, a rhinoceros was chosen to mark each bag of ground beans, loaded with symbolism of robustness. This quality is consequently assumed to comment on the flavor of the drink inside Rhino Coffee packaging, combined with further themes like adventurousness and exoticism which come from the allusion to the African safari. Bold colors of orange and magenta pack even more of a punch.