How to create bespoke cold brew coffee packaging that stands out
Trends come and go in the coffee industry, but demand for high-quality options is a mainstay. As the RTD (ready-to-drink) market grows and diversifies year on year, it has become increasingly important to stand out. Many brands have recognised that to do this, it’s not just about the quality of their cold brew but also their packaging.
Bespoke cold brew coffee packaging plays a huge role in capturing consumer attention and enhancing the overall beverage experience. It is no longer considered a vessel to simply store and sell coffee; it’s an extension of a brand’s identity.
Staying ahead of design trends, however, can be difficult when running a coffee business. But falling short on packaging and missing opportunities to differentiate products on crowded shelves isn’t an option.
To learn more, I spoke with Randy Anderson of Cold Brew Consulting, a seasoned cold brew expert who has over two decades of experience in the industry.
Why is bespoke cold brew coffee packaging essential?
Traditionally, cold brew packaging design has presented a myriad of unique challenges for roasters and other coffee businesses. There are many factors to consider to preserve beverage quality and food safety, including temperature regulation, shelf life, and shipping.
At the same time, companies also need to focus on aesthetic appeal and brand identity. Bespoke cold brew packaging has emerged in recent years as a solution to meet both functional and visual needs.
Randy points to the craft beer industry – valued at US $28.9 billion in the US alone – as an example of how effective packaging can be.
“The craft beer market has led the way in bespoke packaging design for the past four decades. Artisanal beers like IPAs and sours are often packaged in eye-catching cans and bottles – resonating with a younger audience,” he says. “The RTD coffee market can certainly learn from this as it also attracts younger demographics.”
Gen Z is more likely to drink RTD coffee than hot coffee, meaning it’s more important than ever for cold brew brands to connect with these consumers. Additionally, they demand more of an experience from their beverages, which means packaging is also part of the equation.
Coffee businesses that prioritise customisation can elevate their cold brew products on shelves and drive brand appeal among their most valuable customers.
“A poorly executed design can make or break a brand,” Randy explains. “But fearless, authentic, and youthful fonts, shapes, logos, and other key design elements promise to offer something more elevated and delicious but different.”
In the fast-growing RTD coffee market, brand perception is vital to success. Packaging plays a huge role, impacting consumers’ first impressions in seconds. Therefore, it’s important to understand what makes your bespoke cold brew packaging appealing and on-trend.
Key elements to bespoke cold brew coffee packaging
Randy mentions that one of the most impactful ways to enhance cold brew packaging is through bold, vibrant colour palettes that reach out from the shelf and grab consumers’ attention.
“Whimsical or edgy designs are playful and inviting, indicating that the drink inside is just as interesting and fun as the can or carton,” he tells me.
Unconventional typography and eye-catching imagery and graphics can also set a brand apart from its competitors, displaying its uniqueness and playfulness. Hiring a photographer or designer can be worth the investment to come up with fresh and innovative ideas.
According to GlobalData’s Q1 2024 Consumer Hot Topics survey, 31% of Gen Z and 39% of millennials described their coffee spending as “very high” or “quite high” – an indication of how valuable their spending power is.
“RTD coffee companies must focus on packaging that connects with a younger market,” Randy says. “KPI metrics for shelf appeal prove this.”
Gen Z and millennial consumers are drawn to packaging that feels fresh, creative, and personal. Bespoke cold brew coffee packaging allows brands to tap into these preferences and bolster their presence in the wider market.
Other important considerations
As cold brew remains a staple in coffee shops, roasteries, and grocery retailers, conversations about food safety have become more prevalent. On top of visual appeal and customisation, brands also need to ensure their packaging complies with health and safety standards, including clear labelling of ingredients and allergens.
“Most co-packers have a template they provide to designers who need to follow US FDA standards. Nutritional information, ingredient lists, disclosure of allergens (such as almond, soy, or gluten), and refrigeration directions need to be readable and properly affixed to packaging and readable,” Randy tells me. “The statement should either say ‘keep refrigerated’ or ‘keep refrigerated after opening’.
“Different countries, meanwhile, require other types of food safety disclosures, but overall, it’s simply a matter of ensuring readability and listing specific ingredients,” he adds. Randy will also launch the Getting RTD coffee to market online class in the coming weeks to help coffee businesses achieve success in the fast-growing segment.
At Cold Brew Pak, we understand that customised cold brew packaging is a strategic tool for storytelling, building brand identity, and addressing specific consumer needs. We specialise in bespoke bag-in-box, pouches, can carriers, and subscription boxes that prioritise sustainability, food safety, and convenience.
Interested in learning more about Cold Brew Pak’s products? Get in touch with our team here.
