Why packaging is important for your coffee brand
A well-designed package is not just a coffee bag; it is a key element to make your brand known and to stand out, whether it is a bag for ground coffee or coffee beans. It not only attracts customers but must also protect the coffee throughout its journey, from the warehouse to the customer, and keep the beans fresh and of high quality for as long as possible.
When these objectives are met, good packaging fulfils its ultimate role: offering customers a satisfying product they would be willing to repurchase. Let’s take a look at the important elements in creating customised coffee packaging for your brand.
The different types of coffee packaging
There are several formats of coffee bags, each offering specific advantages in terms of practicality and freshness preservation. Whether you choose a flat-bottom bag, a doypack, a bag with a degassing valve, or even a stick bag, the choice depends on the shelf presentation you are looking for.
The doypack
The doypack is a self-standing package that stands upright on its own, ideal for presenting coffee attractively in stores. Coffee brands like our partners Berres Brothers use this format to showcase their products on store shelves.
The flat pouch
The flat pouch offers a practical solution for storage and shelf presentation. Its flat bottom allows the pouch to remain stable and take up less space.
The pouch with degassing valve
The coffee pouch with a valve is designed to allow the coffee to degas while preventing the entry of oxygen. This system ensures optimal preservation of the coffee’s freshness.
The stick pouch
The stick pouch is a practical option for individual portions. It is often used for instant coffee pods. Brands like Nescafé have adopted this format to offer optimal convenience to consumers, allowing easy preparation of a cup of coffee without waste.
Coffee packaging labelling
Labelling of coffee packaging is of paramount importance, as it constitutes a direct communication element between the brand and the consumer. It is essential to consider several key points when developing the printed message on the packaging, to ensure clear transmission of the product’s characteristics.
The type of roast
Clearly mention on your packaging the type of coffee roast, whether it is light, medium, or dark. This allows consumers to understand what to expect in terms of taste.
Example: “Medium roast for a balanced experience on the palate.”
The flavour profile
Describe the taste characteristics of the coffee. This can include specific notes, dominant aromas, and other sensory information.
Example: “Aromas of hazelnut and dark chocolate with a slight fruity acidity.”
The origin of the coffee.
Some consumers seek coffees from specific regions for their unique flavour profiles.
Example: “Arabica coffee grown in the highlands of Guatemala.”
The brand’s history
Use the labelling to briefly share your brand’s history. This can include details about the farmers you work with, your commitment to sustainability, or the journeys undertaken to find the best beans.
Example: “For 20 years, we have collaborated with passionate producers to offer you an exceptional coffee experience.”
Trends in coffee packaging design
When it comes to coffee packaging printing, several trends are emerging, each bringing its own touch of innovation and creativity. Here are some of the trending strategies used for coffee bag design.
Stimulating consumers’ senses
Coffee packaging is evolving to create a more tangible experience. Today, coffee enthusiasts seek a real connection with their favourite drink.
Faced with this growing demand, brands are adopting practical designs. Consider using clear illustrations depicting the journey of coffee beans, and natural colours evoking earthy and warm sensations.
In terms of sensory experience, the choice of packaging finishes plays a key role. Matte finishes bring a touch of discreet elegance, while glossy finishes visually enhance details, creating a strong visual impact. Finally, soft touch finishes offer a pleasant tactile sensation, enhancing the perception of quality and sophistication.
Using storytelling
Storytelling or the art of narration is a communication concept that involves telling a story and eliciting emotions in the consumer. Applied to coffee packaging, storytelling allows the packaging to be transformed into a visual medium telling the brand’s story in an engaging way.
Instead of being simply functional, the packaging becomes a means of sharing narrative elements, such as the story of the brand’s creation, values, or journeys related to the search for the best coffee beans. This is done through the use of graphic elements, illustrations, and texts.
A unique typography
Typography remains a driving force in the design of coffee packaging. Unique and expressive fonts are used to convey strong messages and create a significant visual impact. These captivating typographic designs, printed on the packaging, add an artistic dimension while ensuring clear readability.
Successful packaging combines aesthetics and relevance for your target market. To understand how to make the right choice according to your product, refer to our dedicated page.
Do you want to create the perfect packaging for your coffee brand?
Our team supports you from A to Z in designing the packaging best suited to your coffee.