Stumptown Coffee Roasters' New Bags Use Color Panels as Visual Cues
References: stumptowncoffee & underconsideration
Portland's Stumptown Coffee Roasters was one of the original companies at the forefront of the modern craft coffee movement, and after decades with the same coffee bag, it's decided to introduce an updated design that better reflects the current moment. The new bags feature bright colors, several different fonts, and the punny names that have always characterized Stumptown's roasts.
Though subtle, the colors on the coffee packages are not completely arbitrary. If the base color is black, then the coffee is single origin, while a colorful base indicates that the bag is a blend. Further, the color panels that back the names of the roasts are coded to represent the origin further. Blue is for Latin America, red for Africa and green for Asia. The other three backing colors, orange, yellow, and brown, represent whether the coffee is organic or direct trade.
Though subtle, the colors on the coffee packages are not completely arbitrary. If the base color is black, then the coffee is single origin, while a colorful base indicates that the bag is a blend. Further, the color panels that back the names of the roasts are coded to represent the origin further. Blue is for Latin America, red for Africa and green for Asia. The other three backing colors, orange, yellow, and brown, represent whether the coffee is organic or direct trade.
Trend Themes
1. Color-coded Packaging - Using color panels as visual cues on packaging to convey information and enhance customer experience.
2. Personalized Packaging - Implementing customized designs and punny names on product packaging to create a unique and memorable brand identity.
3. Transparent Communication - Using packaging design to provide clear and transparent information about product origin and features.
Industry Implications
1. Coffee Industry - Implementing color-coded packaging to better communicate the origin and characteristics of coffee beans to consumers.
2. Food and Beverage Industry - Adopting personalized packaging strategies to differentiate products and engage customers on a deeper level.
3. Retail Industry - Utilizing transparent communication through innovative packaging to build trust and loyalty among consumers.
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