“The guide is filled with useful templates, tips, and advice from experts. It will make sure you don’t forget anything throughout the branding process, and that you do things in the best possible way.”
Kevin – Rooster & Roaster Coffee Company
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Design has always been one of the key determinants of a thriving business.
As humans are naturally drawn to visually appealing objects, it has come to no surprise that design plays a significant role in many of the purchasing and consumption decisions we make. Although many of us have our preferred taste, we do have an instinct in us that allows us to recognize a good design from a bad design, and this is because we’ve all seen them before.
A good design is a work of art. It is one that is unique and that’s what makes it memorable to people. A good design is also communicative. It functions to effectively convey the main brand message and product qualities.
Designs need to sell, especially so when it comes to packaging design. Through its visual elements such as the use of color, font, symbols and material, a design that emotionally touches and resonates with consumers will be one that delivers the most positive results.
The Benefits of a Good Coffee Packaging Design
Today, the coffee market has become extremely saturated. A great way of picturing this is to reimagine the coffee aisle at your local store.
If you think about it, well-established coffee brands have taken over the majority of the shelves with their range of products, making it more difficult for smaller and niche coffee brands to get noticed by regular consumers.
Therefore, the question you may want to ask is, with so many iconic coffee brands maintaining their leading position in the market, how will new and smaller coffee businesses be able to compete with that?
This is where a stunning coffee packaging design will come to your competitive advantage.
Packaging design serves as a critical element of branding strategies. You must prioritize it the same way you would prioritize your logo and your entire brand identity design.
As a new or smaller coffee business entering the market, your coffee packaging will have to stand out from the rest of the existing brands. Without an eye-catching package, your coffee could easily be placed back on the shelves, or even worse, ignored.
If you’re wondering how you can nail the packaging design for your coffee brand, read below for the tips and tricks on how to design the best coffee package.
Tips for Designing the Best Coffee Packaging:
Use protective packaging
Firstly, your packaging design must be functional. In the case of coffee, your packaging must be able to protect your coffee in order to deliver it in its best condition.
Coffee is a delicate product, and it should be kept fresh so that its flavor is fully preserved. So, try using packaging materials that are guaranteed to keep your product safe throughout all the distribution and consumption processes.
To narrow down the list a bit, here are some of the most common materials used for coffee packaging:
Aluminum foil bags
This material has been traditionally used by many brands as it helps prevent moisture from entering the package.
Modern technology brought about this new innovative material which has worked efficiently for many brands. It enables flexibility in terms of design as various types of finishes can be added to give the package a unique twist.
Paper bags are a more environmentally-friendly and sustainable type of packaging which can further be lined with film to keep the coffee fresh.
This material can withstand heavier amounts of coffee. It is also commonly used by many brands to help prevent moisture and maintain freshness of the coffee after use.
Apart from the main packaging material, you will also have to make many other decisions to your design. This includes the shape of the coffee bag but also the types of sealing you might want to use.
The 4 main types of coffee bag packaging include:
Also known as doypack, this bag offers a low-price but high-quality packaging that is perfect for small-to-medium businesses. It has a triangular shape and is often coupled with a resealable zipper to keep the coffee fresh.
This square-shaped bag is the most popular type used in the coffee industry. It is used for greater efficiency in storing and transporting heavier amounts of coffee. It is a bit pricey but can be worth it considering it is also environmentally-friendly.
Traditionally used but still quite popular in today’s coffee packaging designs. It is cheap, durable, and is able to support heavier weights of coffee. However, they do not have resealable zippers and will most likely have to be closed by rolling or folding the edges.
Mostly used for single-serve coffee packaging. Although they come in many sizes, most of them tend to be smaller than the other types of coffee bags. It is also good to note that this packaging does not stand upright on its own and will need another object to support it.
Coffee Package Sealing
When it comes to sealing, your coffee package can be designed with a resealable zipper which can greatly help with preserving the freshness of the product after use.
However, many coffee packages are also designed in ways that does not allow for it to be resealed. In this case, consumers will have to either roll, fold, or use adhesive tape to close to package. Consumers may also choose to store the coffee product in their own preferred containers.
Specify your product and brand story
Your coffee packaging design is an important aspect that can determine whether or not your product will sell. At the same time, it will open many doors for you to market your brand to your ideal consumers.
Based on its label, your packaging design will have the power to turn consumers’ heads towards your brand despite not having heard of it before.
What is something that makes your coffee special? Where did you harvest your coffee beans and what are their flavor profiles? Is your coffee fair-trade or eco-friendly? These are some of the things worth communicating through your packaging design.
The coffee origin is definitely one of the main selling points that can help set you apart from your competitors. Many coffee drinkers do pay attention to where their coffee are sourced as this will determine its taste and quality.
Whether your coffee beans are from Ethiopia, Colombia, Jamaica, Kenya, or any other country, this is a great chance for you to give your product a little story which can help create a positive consumption experience for your target customers.
Additionally, it would also be good to state whether your coffee has a single or blended origin.
Single origin means that your coffee has been sourced from one single producer or region of a country. In contrast, blended origin means that your coffee is a product of different beans combined. Some consumers will prefer blended origin has it provides more balance in terms of flavor, acidity, and body within the coffee.
Each coffee drinker will have their own distinct taste in coffee. For this reason, it will be necessary to mention your coffee’s flavor profile on your packaging design.
Coffee flavor profile consists of the following factors:
Type of coffee bean
On your coffee package, you should indicate whether your product is made out of arabica or robusta beans, or a blend of both. While arabica beans give your coffee a smoother and softer taste, robusta beans tend to produce more of a bitter and nutty taste.
Compared to arabica beans, robusta beans also have a higher caffeine and less sugar content which gives it a stronger flavor.
Depending on the type of beans or blends used for your product, your coffee can have either a fruity, floral, cocoa, or nutty aroma.
Coffee may have a light, medium, or dark roast. Some consumers may not be able to handle the strong taste of coffee and would prefer a lighter roast, so make sure to mention this on your package using text or graphics.
Coffee can be distinguished either by its acidic taste or bitterness. The acidic taste comes from the natural flavor of the coffee beans itself but can also be the result of a finer grind and lighter roast. Bitterness, on the other hand, can be an indication of the level of extraction as well as a coarser grind. The more extracted the coffee is, the more bitter the taste can be.
For optimal taste, you should also consider adding brewing suggestions to your coffee packaging design. This can help inform your customers on how to best prepare your product.
Common brewing styles include:
- French press
- Pour over
- Pressure brewing
Coffee Certifications or Awards
As mentioned earlier, your coffee packaging design provides you with the opportunity to promote your brand values and story. So when it comes to your coffee packaging design, do not be afraid to boast about your product and brands’ amazing qualities.
Quality is what many coffee drinkers search for, therefore including symbols that refer to specific awards within your design can help make your product appear even more convincing to them.
However, if your coffee qualifies for fair-trade or eco-friendly certifications, be sure to also include labels or seals of approval that refer to them. These symbols help communicate your brands’ positive impact towards global humanitarian and environmental issues which can further strengthen your brand’s credibility.
Afterall, credibility is what leverages trust between your brand and ideal consumers. As consumers are becoming more conscious with the brands that they buy from, these certifications can help make your product more attractive to them.
Choose the right packaging color
The choice of the color used for your packaging design can instantly define your product and brand to consumers within a single look. Depending on how you want your coffee brand to be perceived, it is vital that you select a color, or a combination of colors that highly represent and are consistent to your brand identity.
For example, if you are selling a luxurious, exclusive, or elegant type of coffee, you may want to use black, purple, silver, or dark shades of blue. Think of the dark and sleek packaging design of Lavazza or Nespresso.
If are selling fair-trade or organic coffee, you may want to use green, orange, or lighter shades of brown for a natural look to your packaging design. For any other specific style, feel free to play around with colors until you find the perfect match for your product.
However, it is good to note that colors such as red, orange, and yellow could be great for your coffee packaging design as these are the colors that can help increase appetite. Many famous coffee brands such as Illy, Douwe Egberts, and Nescafé have used them in their packaging designs.
Adding attractive and informative graphics
To get customers to notice your product in stores, it is important that your coffee packaging design include graphics that will allow your product to stand out from the rest. Adding beautiful graphics to your coffee packaging design can increase its visual appeal and provoke positive psychological reactions to your product.
Furthermore, it can be implemented within your design to efficiently communicate your product and brand qualities within a short amount of time. Afterall, it may only take a few seconds for your customers to decide whether or not they want to buy your coffee through its package.
Graphics of a coffee bean, coffee mug, coffee plantations are examples of symbols you may use on your coffee packaging. Botanical graphics are also a great conveyer of natural coffee produce. However, note that whichever graphics you end up choosing, just make sure that they remain stylistically cohesive to your brand.
Stay consistent to your brand voice
Consistency within your visual expression and overall brand identity is needed for consumers to recognize and remember your brand. If you want to be a brand that stays on top of consumers’ minds when they think about coffee, you are going to need a unique brand personality that will personally speak to them.
Whether you are aiming for a classic, professional, ethical or retro brand personality, your brand’s tone of voice should also precisely align with this for maximum effect.
To support this, all the elements within your coffee packaging design will play a role. This means that your choice of color, style, font, and finishing material will all have to be carefully selected to match the specified brand voice.
A good tip is to keep the style and placement of each element such as the logo, graphics, and product information the same throughout your entire product range. If you drift too far away from it between each of your coffee packages, you could risk losing your brand recognition.
Overall, coffee packaging design, if done right, can pave the way for your brand’s success. If you are in need of more help, be sure to get our FREE ultimate coffee packaging design guide!
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