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.