Something's Brewing

September 1, 2004
/ Print / Reprints /
ShareMore
/ Text Size+

Something’s Brewing

Starbucks’ success has changed the coffee business forever. In an attempt to emulate the king coffee chain’s “third place” experience, marketers of packaged coffees have joined forces with appliance makers to sell one- or two-cup brews of rich and flavorful coffee.
These new coffee apparatuses resemble espresso machines much more than traditional drip-style coffeemakers. The single- or dual-cup devices look elegant on the counter and become part of the kitchen décor.
But most of the packaging for these specialty coffee products pales in comparison.
Senseo coffee from Sara Lee comes in a gable-top bag. Although the bag has a unique shape and bears colorful graphics, it’s not a package that consumers will likely leave out on their kitchen counters next to their Phillips coffee machine.
Sara Lee missed a big opportunity here to design the packaging using some of the structural and shape elements from the coffeemaker. This device’s primary visual appeal is its sloping cylinder.
The Senseo package could have complemented the machine’s design by using a tube-like shape. A tall, decorative metal “tin” offers one option for “premiumizing” this coffee package.
Another inspiring idea comes from shaped and fine-printed paperboard, such as the Hershey’s Swoops package. A paperboard or composite canister can accept embossing, foil stamping and other decorative treatments.
Package designs that are in harmony with the machines or exude home-décor qualities have a better chance of sitting out on the kitchen counter. This promotes greater product usage. Some progressive coffee marketers are taking cues from the wine industry to ratchet up the image of their offerings.
Sold through Whole Foods stores, Terrior Coffee comes in packaging that celebrates the bean’s origins. Photographs on the front of the copper-colored pouch show the farm or region where the coffee came from. This graphic approach emulates labels on fine wine.
Melitta USA is taking a similar tack with its Melitta World Harvest Estate Coffees. The three varieties come from private estates in Hawaii, Colombia and Costa Rica. Package illustrations and text showcase the estate.
But like Senseo, Melitta’s packaging for its One: One Java-pod coffee that brews in its single-serve machine misses the boat. The rectangular carton bears no relevance to the “altaresque” design of the coffeemaker.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.

THE MAGAZINE

Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DG_2013Cover.gif
Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products

SDG

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.png