Kona Coffee Purveyors is a Stunning Display of Reexamining the Roots of a Company
by Andrew Gibbs on 05/10/2020 | 4 Minute Read
The redesign for Kona Coffee Purveyors is a stunning display of what it means to reexamine the roots of a company, and refine them for a modern time. The coffee labels themselves are a beautiful beige with foil embellishments, that are amplified by the shapes and vibrant colors of the rest of the package. These elements work in harmony to make Kona Coffee look sophisticated, yet approachable.
We recently re-designed the Kona Coffee Purveyors brand and packaging — a process that took us back to our roots and challenged us to express our commitment to excellence across every facet of the business. We are so proud to be sending these bags out into the world, and look forward to hearing your thoughts about the new design.
Here's a little bit about what drove the design of the new brand and packaging.
First, we went back — beyond the basics of the KCP story, back to when Raymond Suiter, the founder of Kona Coffee Purveyors, spent a good chunk of his youth traveling extensively throughout Europe. While there, he fell in love with the unique café culture. Back then, coffee was only beginning to be a conversation in the United States – Starbucks wasn't yet a household name — and many Americans still considered Folgers a morning staple.
Going to Europe opened Raymond's eyes to the café as a social space. Moreover, the continent's rich heritage of markets — with fresh breads, cheeses and spices — inspired him greatly. He felt compelled to communicate the level of sophistication and service offered by these purveyors of fine goods in the new KCP brand.
Now, more than 30 years later, Raymond is at the helm of Kona Coffee Purveyors with his wife, Jackie, a food scientist and certified Q-Grader. With her incredible sensory skills and his vast experience in coffee, they bring an unparalleled rigor and craft to the Kona Coffee Purveyors operation.
When designing the brand, we knew that in order to bring this rich story to life, we needed to go back to the beginning. To look at Parisian bakeries, hand-lettered market signage and cheesemongers. These reference points can be found in the brand's logo. We loved the idea of combining classic references with a more modern aesthetic.
When developing the palette for the packaging, we looked to Hawaii's rich terroir – the coastline, volcanoes, dusk and dawn – to create a rich color scheme. We wanted to create packaging that reflected the Hawaiian landscape without relying on trite clichés (think tiki torches and Hawaiian flower motifs).
Moreover, it was important for the packaging to reflect the coffee’s distinction and quality — which we feel is unparalleled among coffees in general and by other Kona coffees more specifically.
The result is a brand that we feel is rich, as well as rooted in the founders' commitment and craftsmanship at every part of the process. The palette reflects the richness of Hawaii’s unique terroir.
The boldness of the design mirrors Raymond and Jackie's legacy and commitment to quality. The choice of materials is meant to leave little trace on the environment around us; the bags are created from Biotr 2.0 and are compostable once the tin-tie and degassing valve have been removed.
- Designer: Allegra Poschmann
- Strategy: Alex Nemeroff
- Client: Kona Coffee Purveyors
- Packaging manufacturer: Tricorbraun Flex
- Photographer: Mathieu Letourneau