How to use cold brew coffee cans to keep customers coming back for more
It’s an understatement to say that cold brew coffee has exploded in popularity over the last decade. Growth is only going to continue, making it a lucrative market for roasters and other coffee businesses.
Cold brew coffee cans have emerged as one of the most effective packaging solutions for cold brew for a number of reasons, including convenience, sustainability, and the ability to preserve freshness and flavour. Brands have leveraged customisation and packaging design to stand out on shelves and web pages.
Marketing research shows that customers decide whether to purchase a product within the first five seconds of looking at it, so design elements like colour, font, and logos leave a huge first impression.
Read on to find out how you can use your cold brew coffee cans to secure brand loyalty and keep your customers coming back.
Why your cold brew packaging matters
The phrase “packaging is a silent salesman” is common in the marketing industry. With the ability to make or break a product, packaging plays a crucial role in a brand’s success – and this has never been more true in the RTD cold coffee segment.
The market has grown and diversified immensely over the last ten years as roasters and other coffee brands have seen the benefits of launching their own RTD products.
Stuart Wilson, the founder of Lost Sheep Coffee, said: “With Gen Zs fuelling growth in the RTD coffee market, it’s an exciting space to be in. These consumes are looking for Instagram-ready products, so we’ve worked hard to ensure our colour palette and packaging has strong aesthetic appeal.
“However, it’s not just Gen Zs fuelling the growth; Millennials and Gen Xs are also drinking RTD coffee, and for these consumers, quality counts. The quality and the aesthetic need to match up. It’s all very well having a visually appealing can, but if the coffee doesn’t stand up to scrutiny, your customers won’t be coming back.”
The visual appeal of your cold brew coffee cans is certainly important, but its functional aspects are equally crucial. Portability, convenience, sustainability, and preservation capabilities all shape the consumer experience and ultimately influence the purchasing decisions people make.
How to create strong branding with cold brew coffee cans
It’s often said that strong and effective branding has three common qualities: memorable, consistent, and clear. Whenever consumers engage with your products, they need to understand your values, ethos, and brand personality within seconds.
Using visual cues on cold brew coffee cans is one of the best ways to communicate these factors. Elements like logos, colours, simple graphics, and shapes can enhance visual appeal and allow customers to learn more about your brand quickly.
Having a signature colour scheme is a great way to make your cold brew packaging memorable. It can also help build consistency with other elements of your marketing, like retail signage and takeaway cups. On the other hand, colour can be used to signify product differences, such as seasonal or limited-edition offerings.
Stuart adds: “For us, it comes back to quality. We are the only RTD coffee brand offering 100% traceability from origin to can, and we only put the highest specialty grade coffee into our products.”
The look and feel of your cold brew coffee cans can also help you connect with specific audiences. Are most of your customers Gen Z? Does your brand have a strong regional identity? These aspects can be highlighted and celebrated through the design of your packaging. Major chain Costa Coffee, for example, became a brand powerhouse not least because of its simple, distinct logo and high number of retail locations.
Compared to other packaging solutions, cans have a sustainable edge, which massively appeals to younger demographics. When manufactured using aluminium, cold brew coffee cans are infinitely recyclable and contribute to a circular economy waste model.
In an article for ColdBrewPak, Nathalia Neira Mateus from Colo Coffee Roasters said: “We are committed to the environment, which is why we’ve developed a waste recovery programme. This includes our cold brew coffee cans because they’re easy to reintroduce into the production cycle.
“Our can collection and delivery programme is an excellent way to ensure that the metal is reused, which helps reduce carbon emissions and energy consumption,” she added.
How to customise cold brew coffee cans to improve customer loyalty
Generally speaking, consumers seek familiarity and comfort, especially with food and beverage products. Certain types of packaging are associated with specific beverage categories or levels of quality. Think of examples like the Coca-Cola bottle or a glass growler for craft beer.
Cans are strongly associated with RTD cold brew coffee, which gives roasters that use this packaging format a competitive edge. Customisation is the next step, ensuring your cold brew coffee cans stand out and allowing consumers to form a connection with your brand – increasing the chance of repurchasing your product.
Ultimately, effective customisation boils down to remaining on-brand. A simple one-colour print might be a good fit for a direct trade or organic coffee brand. For a flavoured cold brew product with a decadent taste, sophisticated colours and a glossy finish could be more appropriate.
A combination of great packaging design and branding that hits the mark with customers can lead to valuable social sharing. Cold brew coffee cans with eye-catching designs or clever taglines are highly shareable on social media platforms like Instagram and TikTok, offering free marketing on a wide scale.
At Cold Brew Pak, we understand that cold brew coffee cans are a powerful marketing tool. Our customised cans are 100% recyclable and lightweight and offer a broad, smooth printing surface for complete customisation. We also provide customised can carriers for secure and durable transportation.
Contact our team to learn more about how Cold Brew Pak can help your coffee business find the right size for your custom-crafted cold brew bottles.
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