Val Halasi

Val Halasi

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Lungo Coffee

Illustration / Branding

Playful Packaging for Serious Coffee

My job was to create a label system in a style that's so alive it's about to jump off the shelf.

Creative direction

I leaned into an illustrative street-art vibe. I wanted to bring back the layered and slightly chaotic feel of stickers on street signs. Made them playful and loud with full of movement. The goal was to cut through a sea of the usual beige boring cofee bags.

Visually, the characters nod to the 2000s cartoon network era.
I grew up binging Genndy Tartakovsky's shows, they are very close to my heart so I brought back that energy.

These coffee goblins represent the unhinged inner barista we all become at home. Home brewing is a messy process.
People who make coffee at home know, that in reality there’s always a ring on the counter and a little pile of ground coffee somewhere.
The labels embrace that energy.


Modular Sticker System

  1. Brand + Monster (front)

  2. Coffee Details (front)

  3. Mandatory Info (back)

Why this matters:

Lungo rotates coffees fast. New roasts arrive every ~2–6 months to keep everything fresh and top quality.

Printing a brand-new full label every time would flood the brand with too many characters and rack up costs. With the modular stickers the iconic monsters stay but the details swap. The characters are reassigned to new roasts. This way the guys at Lungo can bulk print the permanent pieces and update only the small info label when the beans change.
The stickers can be rearranged on the packaging area, so they easily fit the various package sizes. (250g bag, 1kg bag…)

What I actually did

  • Built the visual concept around an existing logo.

  • Designed a modular sticker system for the packaging.

  • Created a character set, with a street-art/cartoony feel.

  • Delivered production-ready layouts for front/back stickers.