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San Pedro Coffee

Strategy / Branding / Creative / Digital / Content / Integrated Marketing

Overview

In early 2020, San Pedro Coffee approached us to create their new brand identity along with designing a premium packaging design system to be used across all of their products. These extended from the packaging down to the to-go coffee cups, merchandise and their business collateral’; to the intricacies of layering graphics, print techniques, and bag finishes.

The challenge was designing a system that felt connected across all of their products while maintaining creativity and differentiation between different SKUs to avoid consumer confusion.
Packaging
Label Design
Art Direction
Brand Development
Point of Sale
Merchandise
Promotional

Approach

Once we had refined the brand identity we turned our attention to the coffee packaging. Whilst the coffee is a B2B product, we always saw the packaging as being part of the B2C brand proposition for the cafe’s and wholesalers. As a result, the packaging design has a strong level of consumer engagement from design to brand story telling.

We created three distinct packages, all rooted in the brand’s core values, Heritage, Creativity, and Trust. These extended from the packaging down to the to-go coffee cups, merchandise and their business collateral’; to the intricacies of layering graphics, print techniques, and bag finishes.

The brand identity system was designed to provide a flexibility of visual language. This is seen nowhere more prominently than the initial run of packaging. Launching with three types of coffee, we developed a suite of three packaging designs that showed-off all the ‘range’ of the brand visual language.

Result


The Boss team, as a creative agency, were hired to create brand experiences that would drive sales for San Pedro Coffee. Packaging design is a sensory experience and it starts with sight. This will always be a main goal shared across the Boss Team when executing all packaging design projects. Our goal was also to design packaging that will stop customers in their tracks, take a long look at the product, and give it a chance. With that as the overarching goal, we layered in the creativity and brand values to really set this packaging design apart.
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