How custom cold coffee packaging can boost brand recognition
The cold brew coffee market is becoming increasingly competitive, which means ensuring your brand stands out on store shelves is critical. Custom cold coffee packaging can serve as not only a vessel for consumption but also a powerful vehicle for communicating your brand story.
Tapping into the modern marketing zeitgeist can be challenging, with algorithms often dictating what’s new and trending. That said, in-store merchandising appeal and customer habits tend to remain the same. Therefore, custom cold coffee packaging plays a critical role in influencing consumer product perception and buying decisions.
Understanding the psychology behind custom cold coffee packaging design can help your business build strong brand recognition and drive sales. To learn more, I spoke to Alfonso Tupaz, founder and CEO of Hatch Specialty Coffee in Toronto.
Diving into the psychology of custom cold coffee packaging
Several studies show how the colour of product packaging can evoke specific emotions and influence consumer behaviour. For example, earth tones and pastels are often associated with natural and organic products, while bold colours, such as black and red, can convey luxury and sophistication. The right combination of colours can make a product more attractive and desirable to consumers.
A well-designed logo that is prominently displayed on the packaging creates instant brand recognition. A logo that is easy to identify and an uncomplicated aesthetic is key. Your choice of typography should also reflect the brand’s voice and look. For instance, a sleek, minimalist font can convey elegance and simplicity, while a handwritten-style font can bring about feelings of warmth and approachability.
Hatch Specialty Coffee is known as a cold coffee success story, with almost 10 years of cold brew manufacturing experience.
“Being eye-catching [and] being able to present enough information on the face of the can, your brand needs to be recognisable,” says founder Alfonso. He adds that the most important elements should always be easily visible when the product is displayed on shelves.
“Never put your logo in the bottom third or bottom quarter of the can or bottle,” he says. “Some store shelves have a lip or price tag display that can block it.”
Another tip from the Hatch team for maximising in-store appeal relies on customers’ eyesight. “Make sure [that the logo on your cold coffee packaging] is legible from five or six feet away,” Alfonso suggests, as this can help to grab the eye of a consumer waiting in line.
The shape of your packaging can also influence perception, both in person and online. For instance, consumers may perceive taller, slimmer containers as premium, while wider, sturdier shapes could suggest value. Cold brew coffee brands need to understand how the shape of their packaging fits with the brand voice and target audience preferences.
With certain form factors, such as bulk packs or a 1L bottle, branding might be less critical. “Bag-and-box branding should be consistent, but it’s not really consumer-facing–it’s more about useability,” Alfonso explains.
Custom cold coffee packaging in this context is less of a concern for a wholesale customer or food service customers who may be using the product internally. However, for brands looking to sell cold coffee concentrates, the ability to reseal packaging is vital. An aluminium cold brew coffee can, for example, cannot be closed up after opening. Exposure to air means that the coffee will quickly oxidise if left unsealed.
Sustainable materials for custom cold coffee packaging
All elements, from colour and logo design to shape and texture, should work together to tell a consistent and compelling brand story. Consistency product packaging builds trust with consumers and makes your brand more recognisable over time.
It’s also vital that your packaging design aligns with the brand’s overall identity. This includes your website, social media presence, and other marketing items, such as soft goods. This consistency across all touchpoints reinforces your brand DNA and makes it easier for consumers to recognise your product range.
Research shows that consumers are becoming increasingly eco-conscious, and the demand for sustainable packaging has never been higher. Selecting sustainable packaging materials and formats reflects a brand’s commitment to environmental responsibility and can significantly influence brand perception. Many brands tend to choose recyclable plastic bottles or aluminium cans as shipping glass can have a higher carbon footprint and upfront cost that outstrips the case for environmental friendliness.
Designing custom cold coffee packaging: What to consider
Creating custom cold coffee packaging that resonates with consumers involves more than just selecting the right colours and materials; it’s about telling your brand’s story through design.
Highlight your logo: Ensure the logo is prominently displayed and recognisable. Consider how it will appear in different contexts, from store shelves to social media posts.
Choose a cohesive palette: Select colours that reflect your brand’s DNA and appeal to your target demographic. Definitely consider what is on-trend, but try to remain authentic to your vision.
Use typography to convey personality: Choose fonts that align with your brand’s tone and ensure legibility. Consider how your typography will appear when used in different sizes and on various packaging materials.
Focus on functionality: Ensure your packaging is easy to open and resealable if necessary. Consider how consumers will interact with the packaging in different situations, from grabbing a quick drink on the go to storing it in the fridge or for in-house cafe use.
Tell your brand story: Use packaging to reflect your brand’s history, values, or mission through imagery, text, or perhaps employing QR codes for additional information.
Cold Brew Pak offers superior, ready-to-grab aluminium cans in sleek, bespoke designs. No matter the drinking occasion, our bespoke cold brew coffee cans are cut out for the task. And they are not just lightweight and sturdy but also infinitely recyclable and equipped to provide superior protection against light and oxygen, ensuring your cold brew stays fresh to the last drop.
You can upgrade your cold brew experience further by making it available in our sustainable, custom-printed 4-pack or 6-pack can carriers.
Contact our team to find out more.
