Some packaging protects a product. Others tell a story. The Old Tape falls firmly into the latter category.
Created for Lungo Coffee, an Indian specialty coffee brand known for its focus on slow living, thoughtful design, and beans sourced from Chikmagalur, Karnataka, The Old Tape by Ismatt Dosanjh transforms a limited-edition coffee release into a nostalgic keepsake.
Inspired by the experience of discovering an old cassette tape forgotten in a drawer, worn by time yet rich with memories, the concept draws a natural parallel to the coffee itself: a washed Arabica from Chikmagalur, aged in rum barrels for four weeks to develop greater character and depth. By linking the romance of analogue culture with the craft of barrel ageing, the packaging turns a simple coffee product into a story about time, memory, and the value of slowing down.
Brewing Nostalgia: The Old Tape by Lungo Coffee
What makes the project stand out is its emotional lens. Instead of focusing solely on flavour notes or origin like typical coffee brands would do, Lungo Coffee taps into nostalgia. It pivot the product into a physical reminder of collected moments and personal stories. The cassette tape reference feels instantly familiar, evoking an era when music was tangible, shared, and deeply personal.
Visually, the design embraces the language of analogue culture. The cassette-inspired form creates immediate recognition while giving the product a strong shelf presence. It feels less like a coffee package and more like a treasured object rescued from a forgotten archive. This sense of discovery adds intrigue and sparks interaction.
The Old Tape Collectibility
One of the most innovative dimensions of the project is its transformation of the package into a keepsake. The packaging is designed to be kept rather than discarded, extending the experience long after the coffee is gone. In doing so, it shifts packaging from a protective vessel to a meaningful keepsake, reinforcing the project’s central narrative about memory, preservation, and time.
Rewinding Memories with The Old Tape
For Lungo Coffee, the concept positions the brand in a more cultural, experience-driven space. It appeals not just to coffee enthusiasts but also to design lovers, collectors, and anyone drawn to the romance of analogue objects.
The Old Tape proves that great packaging is about more than appearance. By blending the romance of old cassette tapes with the craft of barrel-aged coffee, it turns a limited-edition release into something memorable and worth holding onto.
