It’s six times more expensive to attract a new customer than to keep an old one and nearly 60 percent of consumers are ready to buy a new product from a brand they are already familiar with. However, attracting new customers and inspiring brand loyalty is paramount for every business, meaning this is a mountain every company has to climb.
The good news? A consistent brand identity can increase revenue by up to 23 percent, and certain branding elements such a signature color -- which improves brand recognition by up to 80 percent -- all contribute to a cohesive identity, which 90 percent of consumers expect.
Branding and packaging affect both the immediate purchase AND help build customer loyalty. While the journey starts with the appreciation of the package design, a positive experience can influence future purchases and develop a consistent loyalty to the brand. And since 44 percent of millennials alone claim they remain loyal to the brands they buy, creating that allegiance is worth it.
Coffee branding and packaging design play a vital role when it comes to customer acquisition. When consumers wander through the aisles in supermarket searching for that perfect caffeine fix, they either buy the brands they know or those that jump out at them and make them want to test them out. There's no scent and no taste to inspire their decisions -- so how can we help them choose between a myriad of similarly priced coffees?
That’s right – branding and packaging.
We rounded up 15 highly effective coffee branding and packaging designs, and each one is a stellar example of branding and design done well. Whether you're a cafe owner or just a coffee connoisseur, each product is sure to inspire you (although the jury's still out on taste...).
Top 15 Coffee Branding and Package Designs
1. Square One Roasted Coffee
The geniality and depth of this coffee branding and packaging don’t cease to amaze. Firstly, their name is Square One, and it signifies the beginning of a new day with your favorite wake-up cup of steamy goodness. Second, their package isn’t a square at all – it’s a quirky oval. In a way, the name also acts as a disruptor, emphasizing just how different Square One is and how it stands out.
The adept addition of stripes and optical illusion looks like the package is flowing and on the move -- something you’d want from your coffee to get you going as well. The minimalistic design without encumbering graphics and too many words is perfectly accentuated with bold colors.
The colors are a good choice, as studies show shows that color increases brand recognition by up to 80 percent. Square One is a leading example of how to use it. The design is so inviting that it’s not even clear at first it’s a coffee package, so it sparks curiosity in consumers.
2. Blend Station
Simple. Effective. Right in the center. Those are the words that would describe Blend Station’s packaging and design. The logo design -- two wide-opened eyes -- is embedded in the background without clear borders. Every cup, business card and cafe sign are just staring at you until you’ve had a sip of their roast and can stare right back.
The roast package itself is comprised of sleek typography on a coffee blend’s matching color, adding just a bit of spark on the monochromatic foundation. Blend Station’s branding relies on a fresh usage of dark tones and contrast, and that is why they stand out from the competition.
Set in the simple surrounding with natural materials and greenery, Blend Station pops out with minimalism and bold, modern brand promise: wake up and smell the coffee.
3. Chocolocuras Coffee
Food and beverage industry is massive, and coffee makes up for a large portion of it -- the USA spent around $1.25 billion dollars on coffee import from Colombia last year. The market is huge -- 83 percent of Americans drink coffee every day, which totals to a consumption of 587 million cups per year.
So, how does Chocolocuras attract customers?
By embodying coffee blends with funny heroes, laid onto the colorful matte background, this brand made sure it will pop out on any shelf. The whole collection simply entices to collect it and save the packaging way after you ate them all, but we will focus on the Chocolocuras Bronzed Coffee Truffles.
Oval packaging has two parts, the body of the main character, and the lid has drawn various heads on it, so you can change Mr. Sailor into a bikini-wearing woman in no time.
4. Café Royal
It is said that purple is the color of royalty, so it’s an excellent choice for Café Royal’s classic cup. Bold typography in vivid colors is a great contrast to the dark, matte background. The dark hue plays well with lions’ shadows, accentuating characters on the cups.
Even the shapes of small blurbs next to lions’ heads fit right in with the message. Extra Strong roast has a bit of tastefully aggressive appearance, Caramel toffee’s blurb is softer and elongated, Classic is all prim, proper and square, and Double Fat looks plump and round.
Café Royal’s design revolves around customer personas who identify with the brand, depicted through the body image. It helps round the message: “Feel good in your body. Drink Café Royal and roar.” But creative use of lions instead of faces leaves plenty of room for people to feel empowered, without giving the brand heroes a distinct face.
5. Blue Bottle Oji Slow-Drip Coffee
In order to understand how this brand package design shows off the best qualities of a product, we have to delve into the process of making this caffeinated beverage. In essence, this is a coffee extract whose preparation takes a lot of time, thus the name “slow-dripped.” Oji is a Japanese style of cold brewing.
When we look at the coffee branding and package design, we see that lines are soft but bold, and minimalistic like the ingredients it contains – coffee, water and time. Since the beverage is potent, dense and strong, packaging reflects that strength with sleek and small matte bottle. Typography is elongated and rounded, without the brash edges, but also kept to a minimum. Small blue bottle at the top is the only color apart from the dark background and white text, which makes it stand out on such a small canvas, making sure people will remember it.
The overall design of Oji slow-drip coffee: Blue Bottle proves that less is more.
6. Fuel Coffee
American blend, old American aesthetics, and a design that lives up to the coffee’s name: Fuel.
Just like the majority of us run on coffee, this brand runs on the retro aesthetics of an old motor oil packages. Typography is very bold and gives off a strong impression, complete with the lightning below the brand name. This coffee is roasted in small batches, so it could be said that it’s even limited edition, and the package also exudes that home-made feel. Even the colors are typically retro.
All in all – it’s a well-rounded package that’s sure to give you enough fuel for the day.
8. Black Goat Coffee
Even though the name might appear absolutely random, but, did you know we have Ethiopian goats to thank for the coffee? An Ethiopian goat herder has noticed that his goats were up all night after eating berries from a tree nearby. He confided to a local monk and shared his discovery, so the monk decided to make a drink out of the berries. The results were clear, he could withstand the length of his evening prayers with ease and stay awake longer. Slowly, all monks were enjoying the amazing berry beverage and word begin to spread until coffee beans reached Arabian Peninsula.
Now that we know the history of coffee, we can admire Black Goat’s effective package design. Seamless pattern with geometric shapes is chosen on purpose, since this coffee is sourced from a single origin, over and over again. The pattern is so subtle and refined that it’s not even visible at first, because you are attracted to the bold typography and goat logo which stand out contrasting the background.
9. Death Wish Coffee
What is brand’s purpose? Fulfilling product’s promise. If we take that into consideration, we can definitely say that Death Wish Coffee certainly fulfills customers’ expectation.
How do you sell a death-wish beverage? With a strong visual like a skull and crossbones taking center stage on the package, all questions are answered. Everything points that this roast is strong, enough to raise you from the dead even on the bluest Monday. Black, white and a hint of red to accentuate the Death Wish. The blank spaces here also tell a tale.
This type of branding also appeals to their favorite customer – the hardcore coffee addict who’s always asking for more, a customer who wants to feel a bit rebellious. Isn’t there a better combo than showing strength and rebelliousness than a pirate flag? I. This design indicates that what’s hidden behind is a pure treasure, and is sure to make your Roger jolly.
10. Slingshot Coffee
Push the saloon door, walk into the place and ask a bartender for a slingshot, while all the heads are turning and murmuring amongst themselves: “Who’s the bigshot?” The answer is you. And this entire tale is spoken with nothing but effective coffee branding and package design. Retro bottles almost give you a feeling that the bootleg drink is indeed brewed in the back of a saloon cellar. Typography speaks a world about this coffee, without cumbersome words. They take the center stage with their size and feel like you’re looking at the paper ad straight from the Wild West. Are you wild enough to pick this up form a shelf? We say: yee-haw!
11. Starter Coffee
Barrel aged tequila shot of coffee – the idea alone brings zest to the surface, but packaging stays true to the product. The bottle has a thick bottom just like glasses of tequila. Since the manufacturer uses Mexican blended Carabello coffee infused with tequila, the label portrays the culture and origin as well. The agave leaves represented with sharp lines and geometric shapes, small flashes of lightning surrounding the Starter logo, and even the accentuating lines give out a true Mexican feel.
See-through bottle filled with coffee beans isn’t a usual design we see every day - it’s using the natural beauty and pattern of stacked coffee beans. The lid looks like it’s a melted old-style vax stamp, and it’s a nice finishing touch on an already creatively impressive package.
Two billion cups of coffee are consumed every day worldwide. Maybe we should try the bottle?
12. Onyx Coffee Lab
Onyx Coffee Lab is a great example how modern design tendencies can market a traditional product. Think about the perfect blend of infographic features, tattoo-parlor ink, and background with black hues just like those found in onyx stones. Every side of this package has a story and a goal.
The front has an eye-catching Dia de Los Muertos style skull depicting a higher state of focus, clearly associated with drinking coffee. Even brand name settles nicely on the forehead. Notice how the nose is made up of a coffee bean. It’s enticing you to buy it and enjoy the scent of a freshly brewed cup.
The infographic how-to on the side is pleasing to the eye, but it has a deeper meaning that aligns with brand’s motto – never settle for good enough. Clean, simple icons, concise text that serves the point and clear instructions for a perfect cup of coffee.
The other side is reserved for contact information and social media links. It’s a clear shout-out for Onyx drinkers to join their community.
The back is reserved for attention-grabbing color labels that differentiate Onyx Coffee Lab’s products, again with icons depicting strength, type of blend, taste, hints and even elevation rate where the beans are collected, showing coffee’s organic origin.
And all this is said with a coffee design package! It’s clear why Onyx Coffee Labs have won a Good Food Award in 2016.
13. Hillside Coffee
Hillside Coffee has a simple color palette but a strong message to convey – a high-end coffee beverage with premium quality beans, packed in a luxurious can. It’s hard to incorporate gold in design, mostly because it often just looks like a dirty yellow, but in this case, execution and design aligned perfectly so the final product has the look and feel of extravagance, warmth, tradition. Something you would want in a premium coffee brand.
Using gold, metallic shine tries to entice people to taste the richness of Hillside Coffee, and bursting pattern of dots and dashes speak volumes about the intensity of flavor hidden inside. The gradient from brown to gold accentuates the center of the can. Typography is massive and heavy, with clear lines and sharp edges for the company name, and rounded letters for the product.
All in all, well executed and balanced design for a top-quality coffee blend.
14. Made Coffee
It’s a pure rarity to see an effective brand package design that answers all questions with such ease and elegance. Everything falls into perfect place, from typography to color palette, infographic-like depiction, down to the logo itself – a perfect package.
As you can see in this article, black is the color that mostly dominates coffee branding and package design, so it’s nice to see lovely hues of blue and beige telling a different story. Branding and design help you stand out, which is exactly what Made Coffee has succeeded.
Typography is sleek, full of contrasting lines, and prominent for the brand name, and playful and curvy for the product Logo itself speaks volumes about the product, with the letter M and a simple drop of the slow-dripped coffee. The logo clearly answers the What question. The illustration both educates people about the process of cold brewing and How it’s done. Icons also show the main ingredients, discovering what kind of taste you can expect inside.
This type of well-put design is a goldmine for customer acquisition and customer loyalty because it’s so engaging. It’s inviting, interesting and grabs your eye. It’s not the type of product you just throw into the shopping cart - once you pick it up, you will spend time studying it and discovering all it has to offer. And that is all thanks to a well-rounded design.
15. Archer Farms Coffee
Archer Farms Coffee stuns with beautiful artwork colored with vivid hues of bold colors and a small but impactful logo. The red rooster is a great choice for Archer Farms because it simply promises you’ll rise and shine – after your first cup of caffeinated deliciousness, of course.
Even though the pictures dominate half of the packaging’s face, they aren’t obtrusive. The difference between the upper half is well – balanced with lines and icons. Each blend has its own illustration but when placed on a shelf next to each other, it’s almost as if they together paint a large mural, connecting into a seamless artwork.
Icons are prominent and easy to comprehend, displaying information about the blend, roast’s strength, origin, taste, and type.
On the side, the textual content dominates the space for those who want to learn more about storage and best way to brew your coffee in just the right way. It also shows that the brand cares about how you will use their product, and they want you to enjoy that experience, not just prosper on the sales.
What Effective Coffee Branding And Package Designs Can Teach Us
Package branding isn’t just a container for your product -- it can tell a story about the product, focus on its origin, show its features and answer all questions with subtle clues.
Our pro tips are to build the design around the logo so that it doesn’t feel out of place. Choose colors wisely because each color has a meaning and combining them into something visually appealing and comprehensive is a true art. We’ve seen how simple design captures attention through Square One’s sheer color and Archer Farms Coffee vivid illustrations.
Typography is a design’s centerpiece and you shouldn’t take it lightly. It helps you hit the home run and pack the textual content into a visual statement. It’s a great tool to attract attention to the important details and product features. Retro is always cool. Sometimes typography is the key ingredient for the perfect design like we’ve seen in Fuel Coffee. We have even seen how lack of typeface and monochromatic color palette can effectively capture attention, like Blend Station’s embedded logo did.
Web design is slowly pouring into the branding and package design, and the lines between the two are getting blurrier. Play with shapes, patterns, lines and blank spaces. Black Goat is a great example of a seamlessly designed pattern. Sometimes less is more, and sometimes more is more – it depends on the product. Like Death Wish, sometimes the product is self-explanatory so you don’t have to encumber the design with too much content, and sometimes the product’s ingenuity can be present through illustrations like we’ve seen with Made Coffee’s package design.
Show everything you can visually with illustrations, like Onyx Coffee. Use modern trends like icons, infographics, and social media handles to appeal to the younger audiences. Spark the rebellious side and invoke emotions with the right metaphor that will speak the brand’s story – like Slingshot coffee did with its Wild West-themed design, or Death Wish with the Jolly Roger sign.
Traditional feel can be presented with a quirky and funny design like Café Royal’s Classic lion, or Hillside Coffee’s limited color palette of luxurious gold and brown. Use relatable but not definitive heroes that consumers can identify with Depict product’s origin and culture like Starter Coffee did with Mexican agave leaves and typography. The same thing goes for the Japanese-style brewed coffee and minimalistic approach, something Japan is famous for.
Don’t be afraid to propose a different type package than just a regular coffee bag. We have had several examples how out of the box thinking (pun intended) can stand out on its own and attract attention. Chocolocuras showed us how oval packaging can present a larger canvas, make a product story more fluid and even though loaded with heavy and colorful illustrations, the product still has enough blank space to balance it all out.
Sure, product packaging and engineering play a vital role here, and whether a client wants to sacrifice the budget needed for that effect. But reconciling product needs with packaging’s functionality is one of the first steps before moving on to the design phase.
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