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Collaborations for cold brew packaging: How it boosts brand recognition

The cold coffee sector is expected to grow by 22% each year for the next five years, bringing its total value to around $1.4 billion by 2027. Trying to stand out in such a competitive market may seem like a challenge. However, collaborations around cold brew packaging and promotions can be a highly effective strategy. 

Collaborations can elevate brand recognition, solidify customer loyalty, and propel sales. The right partnership can increase brand visibility, reach a wider audience, and create a unique offering that customers find attractive. 

Brand collaborations may include product launches, joint advertising campaigns, and designs for cold brew packaging, for example. 

Birch Bark Coffee Company is a trailblazer in the specialty coffee sector, specialising in 100% organic, Fair Trade arabica coffee. We spoke to the brand’s CEO and founder, Mark Marsolais-Nahwegahbow about its recent collaboration with Chapman’s Ice Cream. 

How collaborations can benefit cold brew brands

Collaborations are a strategic avenue for reaching broader audiences in different markets. Cold brew manufacturers can gain instant access to a new customer base by partnering with brands that share a complementary audience. 

This cross-pollination of audiences helps to expand the reach of the brand and introduces its cold brew to new consumers. This dynamic can boost sales and cultivate a diverse and expansive customer community.

Cost is often top of mind when contemplating marketing campaigns and packaging redesigns. Collaborations can be a cost-effective way to refresh a brand’s image while reaching previously unexplored audiences. Companies can reinvest any resulting savings into product development or future collaborations, fostering a cycle of innovation.

The purpose of most brand collaborations is to engage and excite customers by bringing something of added value to them, whether that’s a limited-edition product, something collectible, or a unique offer.

Birch Bark Coffee Company partnered with Chapman’s Ice Cream to create cold brew coffee. This alliance expanded both brands’ reach and demonstrated the potential for innovation and market growth that collaborations can bring.

“Chapman’s cold brew ice cream was born from a concentrate,”Mark explains. “Most ice cream companies in the past used granular coffee which made the ice cream gritty. Chapman’s, with the help of Birch Bark, has made a cold brew ice cream that has revolutionised the market.”

Factors to consider in collaborations for cold brew packaging

Several critical factors must be carefully considered to ensure a seamless and successful partnership when collaborating on cold brew packaging.

Harmony in brand values

A successful collaboration should reflect shared values between partnering brands, creating a harmonious narrative. Misalignment can lead to confusion among consumers and dilute the brand identity.

Mark says “collaborations are a “win/win situation,” where both parties achieve their objectives. “For Birch Coffee, there needs to be synergy, mutual goals, and social impacts. If this is all in alignment, then there are opportunities that exist that create unique marketing campaigns and open the doors to meeting new audiences based on the two brands,” he adds. 

“There are many opportunities in the coffee industry, especially with the food industry,” Mark notes. “Consumers are attracted to sustainability, ethical products such as Fairtrade, and pricing.”

Design integration

The collaborative parties must decide whether the cold brew packaging will seamlessly blend ingredients from both brands or adopt a bold, new design celebrating the unique partnership. Striking the right balance is critical to creating packaging that resonates with consumers and effectively communicates the collaborative story.

Consistency with brand identity

While collaborations introduce novel elements, ensuring cold brew packaging design remains consistent with the overall brand identity is vital. The collaboration should enhance, not overshadow, the recognisable features of the brand. Straying too far from established brand aesthetics may alienate existing customers.

Consumer perception

Brands must consider how consumers will perceive the new packaging. Will it enhance the perceived value of the cold brew, or does it risk diluting the brand’s premium image? Analysing the potential impact on consumer perception is crucial for making informed decisions about the collaboration’s direction.

Cold brew packaging materials and sustainability

The environmental impact of a brand’s chosen packaging materials is an increasingly important consideration. Opting for eco-friendly materials and production processes aligns with ethical sourcing and sustainable practices. This commitment appeals to a growing number of environmentally conscious consumers and contributes to the collaborative venture’s positive image.

One factor Mark insists brands keep front of mind is durability. “Ensure your cold brew packaging can withstand moisture and cold temperatures and is effective during transit, especially over long distances.’

Cold brew packaging collaborations build consumer trust

It is essential that collaborative cold brew packaging resonates with the tastes and expectations of the shared customer base. Therefore, brands must conduct thorough market research to understand the preferences of the target audience. This insight can guide decisions on design, packaging aesthetics, and product messaging to ensure maximum appeal.

An effective communication strategy is crucial to convey the collaboration’s essence to consumers effectively. Articulating the story behind the collaboration and its unique selling points builds anticipation and interest. This can include marketing campaigns, social media promotions, and other channels aligned with the target audience’s preferences.

Trust is pivotal in a competitive landscape where consumers prioritise quality and value for money. Collaborating with like-minded brands can convey shared values and help resonate with consumers’ lifestyles. This alignment contributes to the perception of cold brew as the natural choice for conscious consumers, solidifying its position in the market. 

“Building trust is key when collaborating,” Mark says. “Do your homework and research the company before you do business with them. Have meetings and assess their goals and views. Choosing collaborations with companies that are not ethical, sustainable, or do not have good values and beliefs could prove to be a detriment to consumers trusting your brand and message.”

The benefits of strategic partnerships can include expanded reach, enhanced brand loyalty, and reduced costs. Mark’s emphasis on synergy, shared values, and social impacts as the cornerstones of successful collaborations underscores the significance of genuine connections in a competitive market. 

Market trends are shaping to make 2024 an exhilarating year for cold brew and ready-to-drink (RTD) coffee. At Cold Brew Pak, we offer sustainable cold brew packaging that is both affordable and fully customisable. 

We can create bespoke cold brew coffee packaging for your unique collaborations while ensuring the carbon footprint of your business remains low

Images courtesy of Birch Bark Coffee Company

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About the author

Antonio brings a unique perspective to the world of coffee: one rooted in academia and personal experience from growing up on a coffee plantation. Formerly an English Professor, his to coffee writing reflects an enduring passion for the beverage. “I see coffee as a narrative that transcends cultures and flavors, crafting each article to inform and evoke emotions, and connecting readers with the rich stories woven by coffee.”