Over the years, the bags had lost their logo's recognizable cup and star and the design felt heavy. We transitioned from a non-recyclable foil bag to a compostable paper bag, bringing it in line with their customers sustainable lifestyle and giving it a more natural feel.
One of the design challenges we faced was creating only two different bags, one for espresso and one for everything else. The roasters needed flexibility for several different roasts every month and wanted to move away from using messy, non-recyclable stickers. The bags also needed to feel special in order to command premium pricing and needed to work harder to stand out on more ever crowded retail shelves.