The new design was tasked with clearly communicating three key messages: the single origin of this range, a clear range guidance system for shoppability, and product format (coffee capsules.) The solution was to use a world map as the background and place a large coffee capsule on the country of origin. The design architecture uses a ‘tag’ to serve as a guidance system for the shopper. The result was not only a packaging design with clear communication & guidance but, by using a beige toned background, the products are differentiated from the competition who mainly using black or darker colors.
The launch of this new fair trade coffee packaging design was an instant hit and Delhaize decided to adapt all fair trade & regular coffees to this packaging design.