Packaging serves an essential two-part role in the life of every product. Furthermore, coffee packaging allows companies to transport coffee while preserving its delicate flavor and freshness. Without quality packaging, it would be impossible to move freshly roasted coffee from the roastery to the store, and from the store to the customer’s home or business. What’s more, also informs customers about the advantages of choosing one item over another. Effective packaging is part of how many companies market their product.
Needless to say, this is true across all market niches, including everyday essentials like coffee. Understanding how to make your coffee packaging stand out is crucial to staying relevant and encouraging customers to keep making purchases. The packaging form, branding, material, colors, and graphics all play crucial roles in creating an emotional connection with potential buyers.
Before it’s possible to begin competing, every brand must first identify who the competition is. In the case of coffee brands, it’s important to understand where exactly their goods fit into the market. Depending on whether a coffee is a premium specialty ground or bean or a general coffee product, the marketing opportunities often look very different. In either case, it’s important to identify the price points, volumes, flavors, and any other relevant information that might apply. These are the vital details that your brand needs to address and clarify in its own unique identity.
The goal is first to meet the minimum expectations of what the customer is interested in—typically a similar volume, baseline quality, and price. Next, brands compete by offering different advantages of value. How you go about this is a matter of preference. Many offerings compete by providing diverse flavors or marketing angles that express a company’s values. For example, you might choose to only roast organic or fair-trade beans or use more environmentally friendly packaging.
Understanding what makes other brands conceptually different will ensure that yours does the same. Many ways exist to differentiate a brand, but ultimately, it comes down to personality. What is your brand of coffee trying to say to the customers? For instance, some brands heavily emphasize their brand’s luxury experience. Others aim for a local café feel that’s inviting and friendly. Small and local roasters capitalize on their independence and singularity as a selling point, while still others go for loftier goals, such as helping save the planet with donations or greener practices.
Unsurprisingly, building a brand takes some consideration. In general, customers want to feel connected, like they bought one similar item over another for real reasons. Branding is that reason for a lot of people. Companies with strong identities are more likely to appeal to people with similar interests. Over time, projecting a consistent message will allow your company to develop brand loyalty with customers.
Graphic design is a big part of how to make your coffee packaging stand out. While some brands make a name for themselves by reverting to simplistic packaging, these are still rarities. Most packages feature carefully designed graphics, whether it’s logos, images of the goods inside, artwork, or even just colorful patterns and forms. The fact of the matter is that quality visual cues catch the eye, often in predictable ways.
Through visuals, you can strategically pique a customer’s curiosity. In coffee packages, especially, there is often a preference toward artwork that suggests the nature of the flavor. Most commonly, brands capitalize on the unique origins of their coffee and roast. For instance, french roasts might feature scenes of Paris to create an instance visual connection with shoppers looking for a worldly flavor. Columbian, Kona, and other geographically relevant varieties similarly refer to their nature with scenic imagery.
While the images may differ, keeping the same style across offerings is also beneficial to build a strong brand identity. Having linked visuals throughout different roasts and flavors helps tie related offerings into one family. Customers will enjoy brands with visuals that are creative and confer product information imaginatively.
The package format itself, too, is very relevant when it comes to making an impression. Quality coffee products are easy to identify at a glance by their iconic block-bottom bag packaging. TricorBraun Flex offers an assortment of premium coffee bags online for companies that aim to compete with other specialty brands. In addition, our high-quality block-bottom bags feature state-of-the-art, one-way degassing valves to ensure customers enjoy the freshest taste.
Besides choosing a form that reflects the quality of your coffee, the material is an essential component. Many brands are standing out by choosing attractive alternative types. For instance, some brands choose to use compostable materials to create a unique, rustic look. Ultimately, what bag color, material, and form you choose should reflect your branding goals. Explore our selection to find the perfect options for your brand.
The average coffee bag has a smooth and shiny surface, but there’s no rule that says it always needs to be this way. The texture is a unique detail, being both visually and tactilely impactful. Our brown Kraft and Biotre materials have a “toothy” paper face with a raw and natural feel.
Another smart way many brands use texture is with the use of spot varnishes. In this method, specific areas, graphics, and fonts have a matte or gloss texture to contrast with the finished surface of the rest of the package. Many brands help differentiate themselves by including texture shifts as part of the graphic design.
Examples of this technique are all over the coffee aisle, typically in the form of divider shapes blocking out different areas of interest. Using a matte surface beside a shiny, glossy texture creates a visual line as light catches each section differently.
Color is a powerful tool when you use it correctly. It’s much more than a detail to splash on carelessly; it has many psychological and design-theory undertones when you use it appropriately. In the case of the former, color is a signal that clues us in on associations. Warm colors, for instance, are generally energetic, whereas cool colors are more tranquil. People often link reds with action or passion, which is why it crops up in product packaging every Valentine’s Day. Take advantage of how color influences the consumer in subtle but impactful ways.
The colors of your package should complement your brand’s identity and the mood of the coffee it contains. For instance, purples are great for luxurious and rich flavors, whereas a predominantly yellow package would be ideal for an early morning get-up-and-go flavor.
Curious about more ways your packaging can stand out on the shelf? Reach out to TricorBraun Flex’s industry-leading team about your product packaging needs. Our team of package engineers is ready to work with you to create a one-of-a-kind look that highlights your brand’s unique identity.