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Issue Date: Vol. 50, No. 10, October 2010, Posted On: 10/5/2010

Eight O'Clock Coffee Modernizes Packaging

Emily Jed
Eight O'Clock Coffee, Eight O'Clock packaging, office coffee service, coffee business, vending business

Eight O'Clock Coffee

MONTVALE, NJ -- Eight O'Clock Coffee is bringing its 150-year-old brand into the 21st century with new packaging that's making its debut this month.

The brand's contemporary logo is designed to build upon its classic feel, making it easy for consumers to identify. The bags will retain their familiar color-coding for Eight O'Clock's many varieties, including red for original, brown for 100% Colombian and violet for dark Italian roast. The color, however, will no longer dominate the entire bag.

All bags in the Eight O'Clock Coffee family will have a subtly textured light background, with color-coding contained in a box on the front of the bag around the variety name, as well as on the sides of the bag. Photography and color callouts on packages will differentiate between ground and whole bean varieties.

The new look was developed with extensive consumer input, including last year's Eight O'Clock Coffee Packaging Makeover Sweepstakes, which was timed to coincide with the brand's 150th anniversary. During that online promotion, fans of Eight O'Clock Coffee voted for their choice of two new bag designs.

The brand will once again run an online promotion -- the Eight O'Clock Coffee Match Game on Facebook -- to reinforce its new look while offering free coffee giveaways.

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