Coffee brands take a no-nonsense approach to branding for fast-paced consumers
Implications - Looking to catch the attention of over-stimulated consumers with time-crunched schedules, coffee brands are adopting branding techniques that cut straight to the chase with words and imagery that exude energy. This high intensity approach conveys benefits immediately to consumers, satisfies a need for visual stimulation and appeals to utilitarian shoppers who don't take well to more ambiguous approaches to marketing.
Trend Themes
1. High-intensity Branding - Cutting straight to the chase with words and imagery that exude energy to catch the attention of over-stimulated and time-crunched consumers.
2. Healthy Functional Ingredients - Combining functional ingredients with coffee to boost metabolism and reduce fatigue, increasing the coffee's overall benefits and customer appeal.
3. Type-based Branding - Using basic, minimalist, and screen-printed lettering to attract customers who prefer simplicity and authenticity in the coffee packs.
Industry Implications
1. Food & Beverage - Adopting high-intensity and minimalist approaches for branding & packaging, composing coffee blends with functional and healthy ingredients, and developing unique shapes and sizes for coffee products.
2. Health & Wellness - Incorporating healthy and functional ingredients such as guarana and ginseng to boost metabolism and reduce fatigue, supporting customer's busy & active lifestyles.
3. Design & Branding - Leveraging minimalist and high-intensity branding techniques to create visually appealing, authentic, and unique packaging designs, standing out from the more ambiguous approaches used in the coffee industry.
