Tani Opał

The client approached me with an ambition to transform the coal distribution market. Their own experience was the starting point—ordering coal typically meant a truck dumping it in front of the house. They wanted to completely rethink that journey, making the process of ordering, delivery, and everyday use cleaner, more convenient, and more considered. I began by designing a series of packaging solutions. We sourced a material that prevented the coal from soiling during packing and handling, offering a much cleaner alternative for home delivery. The core visual concept centered around animals well adapted to underground environments, positioned as guardians of each product line. Over time, customers began ordering “a ton of Bear” or “a ton of Moose,” replacing conventional product names like eco-pea coal or nut coal. All essential information was placed clearly on the front of the packaging, streamlining the decision-making process and reducing friction for the customer. In parallel, I worked on the website, visual assets, and an ordering application used within the Castorama retail network. The packaging design was recognized by the Polish Institute of Industrial Design, highlighted on the package of the world website, while the website received two Webstar awards.