Visual Identity and Packaging Re-Design

Information for the business: We are a coffee business which delivers a super-fresh, personalised blend of coffee to your door, every week.
Industry: Food and Beverage
Target audience: Consumers (ABC1)
Messages to communicate through the design: We are accessible and not snobby– you don’t have to be an expert
We are informal, friendly and a little bit irreverent – we don’t do formal
We are personal – we’re real people, with real names and real lives who love what we do
We are all about marrying together hand-crafting and hand finishing, but also applying digital technology to get the best from our coffee.
We are artisan & passionate but not folksy or patronising.
We source well & care about our suppliers, our impact and our customers.
Details about the product: Our coffee is delivered through the mail in a cardboard pouch/carton, inside is a sealed bag of coffee
Ideas for the visual style: We've included a lot of links to inspiration and things we like but in essence it should be stylish, carries the detail but is still clean and highlights our uniqueness/personalised touch.
Preferred colors: We like our current orange (#ff6633)
Urls to draw inspiration from: http://www.eighthirty.com/ http://dribbble.com/salihkucukaga/projects/185188 https://dribbble.com/salihkucukaga
Extra notes: We’ve realised that many competitors have a very strong visual theme connecting their website, external packaging, internal coffee bag and ancillaries (tasting booklet etc). Over the last two years we’ve relied on whatever we could do in house. As a result it feels quite home made.
We’d like our visual presence to be more beautiful, more stylish, more consistent across all touch points.
We’ve built a new website and selected some improved packaging – but we need a clear visual theme to connect them together and take beyond ‘generic’ and home made’ into the ‘beautiful’ territory we crave.
The initial requirement is to develop our new brand identity:
• Core: Logo, Fonts, Colour palette (we like our core orange)
• We’d like a number of alternative options.

Our real challenge is executing our visual brand across our packaging. We would like be able to order packaging in bulk and to personalise each order. However, currently we personalise using clunky labels – the more we can have standard and beautiful, with the personalised components seeming well integrated and properly ‘designed’ the better.

For example, we like the way that this: https://dribbble.com/shots/1418301-Function-Coffee-Bag/attachments/207562 is a stylish (but relatively standard) kraft bag, with a personalised, printed component that looks stylish. It’s critical that we can print the detailed logo ourselves on-demand, but that the coffee bag and box can be supplied from standard stock (albeit pre-printed).

We have 3 key physical components:

a) External cardboard packaging. Currently Colompac 10.02, this is a generic kraft mailing pouch. It’s functionally great – but it looks very generic & we’d like it to be wow – and to shout EPN. (It also needs to show our mailing stamp, and we need to customer address details to it somehow).

We’d like to know how we could make our visual theme work with this packaging.

(box here (incl video) : http://www.colompac.com/details.php?gr=5&lan=en
And here: http://cdn.londonist.com/wp-content/uploads/2013/10/Pact-Coffee-Packshot2.jpg

b) Internal coffee bag. Currently a 500g kraft coffee bag (foil lined, with valve and no window).
Again, it works functionally, but is super generic. We currently print out a white label, which looks pretty poor. We currently put the name of the coffee, but more details on a label on the packaging – but we could simplify a lot, and only have EPN and/or the name of the customers blend.

We’d like to know how we could make our visual theme work with this packaging.

(bag here: http://i01.i.aliimg.com/wsphoto/v0/696512295/Factory-sale-500g-moisture-kraft-aluminum-font-b-coffee-b-font-bean-font-b-valve-b.jpg

We’re can probably source similar packaging to an alternative design – what could that look like?

c) Information Card. We currently print an A5 sheet with information of the blend, flavours, tasting notes etc. This feels flimsy and goes straight in the bin. We would like to use an A6 postcard instead – perhaps meaning we don’t need to personalise the coffee bag.

We would like the postcard to be less ‘disposable’ – perhaps one side has the printed blend information and the other is a collectable limited-edition artist print.

The card doesn’t have to be a6, it could be anything – a tag hanging from the bag of coffee etc – but it does need to carry some basic blend and tasting information.

We’re exploring additional physical assets which would form part of a follow-on project should this first phase be a success. We are also talking to a partner and again this would require some further design work.