A Brand That Embraces Change
One of my favorite things about working with Amavida Coffee is working in a culture that constantly embraces change with a team of people who are extremely creative and innovative. In the past year alone we’ve rebranded, remodeled 3 of our 4 cafes, and now we’ve redesigned our coffee packaging!
There is so much that goes into creating a coffee bag design – from the creative work, to labeling compliance, to the logistics and coordination of materials to finally putting it into production. Without a doubt the creative part is the most fun, and what I plan to focus on here.
Bringing A New Coffee Bag Design Life
It truly takes a team to make all this possible, and while I’m only one person on it, I have the joy of sharing with you a bit about the new coffee bag design and what it took to bring it to life. One thing for sure, it didn’t happen overnight.
We started working on this project last fall. Designing a new coffee bag was a natural next step after our rebranding last year. We had the privilege of working with the same designer, Kevin Tudball, to bring our new branding into the design of one of the most important elements at Amavida – our coffee bag.
Why are aesthetics important in coffee packaging?
In most cases, before a person ever tries a coffee, they’ll see it in the bag. With coffee it can be challenging to communicate all of the intricacies, from the coffee’s origin to the quality of the bean to the beliefs of the brand. The packaging is our introduction to these elements. Having a quality design that is friendly, fun and eye-catching, and speaks to the uniqueness of each roast is important to give a glimpse of what one might experience when drinking the coffee inside.
How is this coffee bag design different from the previous packaging?
This new look is a huge shift from our previous bag, from the color to the type of bag. Our earlier design aimed to feature our friendly and sustainable spirit. This could be seen by the playful lowercase lettering of the logo combined with the green and brown earth tones that were our brand colors.
Many of our new branded elements still strive to show our friendly nature while also hinting at our focus on quality. We also wanted find ways to honor the beach communities we call home in our new design. To achieve that we used several colors from our new brand pallet. You’ll see the range of colors in the bag as well as the labels. In fact, there are three different label colors which help communicate a little about the coffee inside.
- Light Blue – This signifies our empowerment series. These coffees are very approachable and great for drinking all day any day.
- Coral – This color corresponds with our trekker series. These coffees have an exceptional taste, are unique in character, and are extremely memorable.
- White – This label represents our reserve series. These coffees are unforgettable with very limited availability.