Coffee Supreme

by Diane Lindquist on 07/21/2014 | 4 Minute Read

Coffee Supreme approached Marx Design with a very clear proposition:

"Take the complex and make it simple."

With that concept, Marx Design developed a unified system that can fit four different sizes. The package design is extremely minimal, resalable, while still using a bespoke white foil bag.

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It all began in the warehouse. Coffee Supreme warehouse was becoming overwhelming— too many varieties and too many packaging options that required a constant need to dispatch their products. They have grown rapidly but did not have a simple solution to match their growth. Marx Design came on board to help them come up with packaging solution that would work across both wholesale and retail. 

Functionality was a critical consideration:

"We needed a solution that would retain freshness, stand unassisted and dramatically reduce the number of different pack formats. At the time of briefing there were eight different wholesale pack solutions which stock management issues and created chaos when trying to dispatch and ensure the correct bean was in the correct bag.
For consumers education was critical for them to be able to achieve café quality brews at home. Café owners knew exactly how to make a great cup of Coffee Supreme so education on pack was not important but our research told us they found the previous bags difficult to open, they wouldn’t reseal, and wouldn’t stand on their own. If they were dropped (a frequent occurrence in the trade) they did split and whole bags of coffee were ruined."

Marx Design designed an upright bag that is almost indestructible when dropped, resulting in less wasted coffee beans for café owners. Typography was reduced to two typeface families: Knockout and Times. Limited edition, rare and interesting coffee is notable for its gold metallic finish, while other blends proudly display the Supreme brand in a red metallic finish, which is by far my favorite bags because they convey a sense of grace and elegance. 

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A batch sticker solution was created to assist in the packaging and dispatching of the different blends. The sticker introduces an artisan note and a best before date is stamped onto pack reinforcing a sense of freshness and handcrafted care. Retail packs are further branded and blends identified with a color-coded wrap that slips over the middle of the pack. The sticker wraps and base of the pack carry a guilloché pattern reminiscent of bank notes and act to subtly remind us of the global currency coffee has become. 

The wrap also educates consumers in the retail environment about flavor by using a Venn diagram, while brewing methods are explained with icons on the inside of the wrap. 

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Designed by Marx Design

Country: New Zealand 

City: Auckland

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