Quality, creative, design-tailored, practical and innovative packaging is, in addition to the quality of the product, one of the most important factors influencing the customer's decision to consume certain products. Especially in the modern world when drinking coffee becomes more a ritual and a matter of lifestyle than a purely functional action with the aim of drinking a beverage that will fill an individual with energy. Looking at the development of coffee as a product and the prevalence of its consumption, coffee as a beverage assumes different roles depending on the cultures in which it is consumed. In a globally oriented world, it is beginning to reflect a lifestyle where it is important to note that the packaging itself plays an extremely important role. The importance of the packaging itself becomes a crucial factor in choosing a particular brand of coffee, especially considering the aesthetic importance attached to it due to the development of social networks and the generally accepted trend that imposes a creative lifestyle. In this sense, Franck positions its products with high quality, invests great effort and financial costs in the development of its own packaging to provide the highest quality user experience of drinking coffee, adapts packaging to promotional campaigns to create a stronger link and "love" of coffee and thus creates a complete picture of quality coffee, to which the packaging itself greatly contributes. The paper emphasizes the role of packaging in the overall process of finding target groups by creating marketing effects through visual and content management by adapting to those same target groups and strategic approach to packaging as a psychological factor that has a great influence and potential deciding factor in buying caffeinated products. The approach of Franck d.d. through research into different packaging of different products, which means that Franck recognizes the importance and role of packaging and that it tailors its products to specific target groups of consumers. Different forms of visual appearance and functionality of packaging are just some of the features of different packaging by which Franck approaches its consumers and their needs.