Effective Coffee Package Design Is Central To Good Marketing

This month I want to discuss something very important to our product and to our company image: packaging. Wait! Before you quickly flip the page at the thought of 800 words on polypropylene, consider your film and boxes, and whether they fully convey your company's attributes, vision and quality. I am not referring to newer coffee packaging such as pods, cartridges and the like, but the good old fraction-packs themselves, and the cartons in which they come.

There are a lot of films and boxes out in the field that have been in use since Enron was a hot stock idea. That starts to show if you encounter newer, marketing-based competition. The quality level of film and printing has improved greatly over the years, and if you haven't taken an honest look at your packs -- or have never even considered them anything more than a vessel to deliver your amazing coffees -- then it might be time to take a moment and consider what is, and what could be.

I don't mean that you should get out a pencil and start sketching your best version of a coffee mug. I mean, have you considered your films and what they convey to your customers? If you focus on high-end product, does the film look high-end? Are you into sustainability, but still offering a non-biodegradable package?

Is your coffee case still a "kraft" or white box with stenciled black print or a one-color logo on two sides? If so, then this might be the time to think outside the box!

Many coffee and vending operators are exceptional entrepreneurs, second-generation MBAs, first-rate numbers folks or a combination of all three. These credentials, however, don't necessarily mean you are the best at art, design and marketing. The old cliché, "surround yourself with people smarter than you," should be extended to "people more creative than you," when that applies.

Obviously, this is a conversation that starts with your roaster. Most will be happy to work with you directly, or to connect you with their artists and/or marketing people to help with ideas for upgrades. Some may have limits to what they will allow you to do, and this should be fully disclosed before you get too far, especially if you plan to get your own local marketing firm(s) involved.

With the inline print systems used by many roasters, you may find that the additional cost associated with a wider use of colors, or a better quality film, can be somewhat mitigated by putting multiple labels onto one film, with the blend names printed on the bags. This results in a larger initial film run, which reduces the cost per package. There are general price break points for film imprinting, so you may want to find out what makes sense for both you and your supplier before choosing your packaging direction.

Once you've determined your limits, you should dive right in and consider all the possibilities before deciding on a solution. Maybe you've already had a facelift done on your website, letterhead, business cards and other markteing materials, and you are a believer in the continuity of design of everything that some creative firms swear by. That, then, is a simple guide to film upgrades. On the other hand, you may be looking for a full refresh, with your package graphic design spearheading a new look that can be followed up on your other materials.

Look Before You Leap

Film is a blank canvas that, once filled, will endure for quite some time to come, so it definitely should not be taken lightly. You should have a clear idea of what you want it to achieve for your organization. Should it represent your strong local presence, your irreverent style, your attention to service, your quality or even your beliefs? Any of these can easily be expressed, and put in front of many people on a daily basis through your film.

Let's not forget the cases in which our wonderfully film-wrapped coffees come. Often an afterthought and so historically bland, there also have been some solid advances that, for a few pennies more, can amplify your message and reinforce your brand. Whether you include a list of top-selling allied products or the other coffees you offer, to help upselling existing accounts, or highlight the virtues of your Web page or your company in general, there is ample space to get creative here.

We have one client who brilliantly designed his box to perfectly accommodate standard office file folders, just like a banker's box, complete with little handles on each end. I am not sure how many office storerooms and home offices have his logo visible every time someone walks in, but by now it must number well into the thousands. That's not bad for something usually tossed in the recycle bin and forgotten.

We also were able to work with the customer in sizing the box so that he can stack 20 to a tier, which increased the number of cases we can fit on a pallet and put him in an improved freight-rate bracket -- which helped defray the additional few cents that the new boxes cost.

There are myriad options out there, so make sure that you are taking full advantage of them

As always, may your cup be full, and the brew exquisite!