COFFEE is more than just a beverage. It's a cultural icon, a daily ritual, and a source of comfort for millions of Filipinos. I cannot forget that my forever apple of the eye once tweeted, "Coffee before anything else," which made me a tad jealous. Coffee almost destroyed a Titanic relationship like that of Jack and Rose. As a researcher and educator, I have long been fascinated by the role that packaging plays in shaping consumer perceptions and driving the success of coffee enterprises. What's with coffee that captures the heart of many? In my recent study, published in the Asia Pacific Journal of Marketing and Logistics, I sought to investigate the complex relationship between packaging design, consumer impressions, and willingness to buy in the context of Philippine coffee social enterprises. Through a rigorous empirical investigation involving 263 coffee consumers, I discovered that packaging elements have a profound impact on how people perceive and respond to coffee products. Graphics, it turns out, hold more sway over consumer emotions than materials, with patterned designs on paper packs proving particularly attractive. Interestingly, my study also showed gender differences in packaging preferences, with females being more influenced by visual elements and males by tactile qualities. Isn't that interesting? Perhaps the most fascinating finding of the research is the strong positive correlation between packaging design and consumer impressions and willingness to buy. This puts forward the critical role that packaging plays in communicating product value, quality and sustainability — factors that are especially important for social enterprises seeking to make a positive impact on farming communities and the environment. As I examined the data, I realized that my findings had implications that extended far beyond marketing. Coffee social enterprises in the Philippines have the potential to not only boost their own bottom lines but also uplift the livelihoods of small-scale farmers and contribute to broader social and economic development goals by leveraging the power of packaging design. In a country where agriculture remains a vital yet often undervalued sector, this is no small feat. The significance of these findings cannot be overstated. In a world where consumers are increasingly conscious of the social and environmental impact of their purchasing decisions, the role of packaging in communicating sustainability and ethical values is more important than ever. Coffee social enterprises have a unique opportunity to differentiate themselves and forge stronger emotional connections with customers by prioritizing eco-friendly materials and incorporating visually engaging, meaningful designs that resonate with consumers' values and aspirations. The study also highlights the potential for packaging design to serve as a catalyst for transformative change. Coffee social enterprises can develop innovative packaging solutions that celebrate local heritage, promote sustainability, and drive positive social impact by collaborating with researchers, farmers and designers. This collaboration not only improves the marketability of individual enterprises but also strengthens the overall resilience and vibrancy of the Philippine coffee industry, therefore contributing to a more equitable and sustainable future for all. Throughout my research, I was reminded of Plato's words: "Human behavior flows from three main sources: desire, emotion, and knowledge." Packaging, I came to realize, has the unique ability to tap into all three, shaping consumer desires, evoking positive emotions, and conveying essential product knowledge. Coffee social enterprises can create packaging solutions that resonate with consumers on a deep, meaningful level by understanding and harnessing this power, therefore fostering a sense of connection and loyalty that goes beyond mere transactions. In a global market where consumers are increasingly seeking products that align with their values and aspirations, the power of packaging cannot be overstated. As I reflect on the significance of my findings, these enterprises cannot only enhance their own marketability but also play a pivotal role in shaping a more sustainable and equitable future for the Philippine coffee industry and the communities it supports by embracing the power of packaging as a strategic tool for growth and impact. As a researcher, educator, and advocate, I remain committed to exploring this exciting frontier and to helping businesses harness the full potential of packaging as a force for good. Adrian A. Mabalay is an assistant professor at De La Salle University. He can be reached at adrian.mabalay@dlsu.edu.ph.