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Not only does it protect the distinct characteristics of your coffee from roastery to consumer, it also promotes your brand and helps to sell your product.	Bruce 2024-11-11	095	Bruce 2024-11-11 15:27
Known as the ��secret salesman��, packaging has become a key marketing tool for specialty coffee roasters.	Bruce 2024-11-11	094	Bruce 2024-11-11 15:27
Design inspiration: Customising the side of coffee bags	Bruce 2024-11-11	098	Bruce 2024-11-11 15:27
Did you enjoy this edition of Coffee Bag Design Series? Next week, we��ll be speaking to South Carolina roasters Methodical Coffee about packaging that recreates an experience.	Bruce 2024-11-11	0104	Bruce 2024-11-11 15:27
I guess the best way to describe it is easy going.��	Bruce 2024-11-11	0102	Bruce 2024-11-11 15:26
��We wanted something that was accessible and fun,�� he says. ��	Bruce 2024-11-11	0102	Bruce 2024-11-11 15:26
There is also a more overarching philosophy to Mission��s coffee bags, which Jake sums up nicely.	Bruce 2024-11-11	098	Bruce 2024-11-11 15:26
This plays into Mission��s idea of accessibility �C the approach that specialty coffee is for everyone �C but that, ultimately it��s up to the customer to decide the extent to which they engage with it.	Bruce 2024-11-11	095	Bruce 2024-11-11 15:26
��Bells��, on the other hand, is more for just everyday drinking, so it��s an illustration of someone at home.��	Bruce 2024-11-11	097	Bruce 2024-11-11 15:26
��For example, ��Pivot��, which is our rotating, single origin espresso, invokes an adventurous feeling because it��s got someone walking through mountains.	Bruce 2024-11-11	0109	Bruce 2024-11-11 15:26
��We wanted the illustrations to represent the different feelings of the coffees,�� Jake tells me.	Bruce 2024-11-11	0116	Bruce 2024-11-11 15:25
Instead, Mission��s illustrations are intended to capture a sense of the coffee and give consumers a subtle idea of what to expect.	Bruce 2024-11-11	0105	Bruce 2024-11-11 15:25
But the problem is that everyone��s doing it.��	Bruce 2024-11-11	0109	Bruce 2024-11-11 09:28
And the ones who do it very well already have a well established brand, so when other companies copy them they kind of just get lost.��	Bruce 2024-11-11	0112	Bruce 2024-11-11 09:27
But the problem is that everyone��s doing it.	Bruce 2024-11-11	0111	Bruce 2024-11-11 09:27
Recognising this, Jake says that, at Mission, they decided to go in the opposite direction.	Bruce 2024-11-11	0110	Bruce 2024-11-11 09:27
However, like any new trend, once it catches on in a significant way, the novelty tends to wear off and its impact starts to wane.	Bruce 2024-11-11	0123	Bruce 2024-11-11 09:26
Pouches with single-colour logos or plain kraft paper bags with little more than a label crowd the shelves of caf��s and grocery stores around the world.	Bruce 2024-11-11	0127	Bruce 2024-11-11 09:26
In the specialty market, minimalist coffee bag designs have become increasingly widespread.	Bruce 2024-11-11	0117	Bruce 2024-11-11 09:26
Capturing a feeling	Bruce 2024-11-11	0134	Bruce 2024-11-11 09:25

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