Sunday, 26 January 2014

Coffee - Commercial Packaging/Supermarket

I wanted to look into coffee packaging as I found an article that explained a bit about the importance of how you store coffee. 

Roasted coffee can lose up to 40 percent of its vital aromas after only eight hours of contact with air – an issue that the common vacuum packaging method can’t adequately address. Coffee packed in soft bags suffers an even tougher fate.

Aside from the practicalities I also wanted to look at the varieties of designs as I have learnt there are varying grades/qualities of coffee and I wanted to see if this quality is reflected in packaging design. 

I photographed the coffee section in my local supermarket looking at the different brands and types of packaging. 

A lot of red and gold is used which I feel makes reference to the origins of the coffee and the deeper colours also link to the colour of the drink. 

Gold and metallics also appeared a lot suggesting value, the higher end brands. The gold seems very popular I think with it being close to the colour of coffee. 

The metallic aspects on the packaging definitely does give a higher end look and this pack in particularly looks high end with the matte black contrasting with the gold. 

I have never seen these special edition coffees but it is interesting that they are branding with the use of countries such as Paris - linking to the traditional Parisian cafes.

There is a really wide variety of coffees in the supermarket which was interesting to see. 

The shape of these jars all have quite similar looks going in at one point. 

I personally love coffee jars like these I think they look high quality as the packaging is more permanent, as well as quite traditional. 

There was also a large section of coffees for coffee machines and these tended to feature brighter colours giving a more contemporary look. 

Although these I felt looked more dated. Although browns and cremes are representative of coffee I feel this can look a little cliche.

There were some vacuum packed coffees also with metallic colours used as the foil keeps fresh.

The Morrisons own brands were also quite interestingly packaged with bright colours and pattern. 

The brighter colours used are all quite rich such as the yellow and blue which still links them to coffee and the places of origin such as Brazil.

Coffee syrups are also available in supermarkets now as people more often make special coffees at home. 

In terms of the branding almost all the logos were typographic and most using serif fonts implying a sense of tradition and class. 

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