Packaging design and logo revitalisation for Black Coffee Roasters

High quality can be down-to-earth

The task was to rebrand BKI’s premium brand, Black Coffee Roasters, based on a comprehensive packaging redesign.

The starting point was a brand and visual identity that had actually done well. However, what we wanted for future packaging design was a design with a broader appeal that could appeal better across genders and ages. A welcoming and inclusive brand identity and packaging design will welcome even more people without compromising on the quality experience and proud coffee craftsmanship that is a deeply rooted part of the brand.

See the design before and after right here:

Black coffee comes in many colours…

The solution is an entirely new packaging design that explores the playful and creative dimension that is also found in coffee – a category that often has a very ceremonious and slightly exclusive look. But making great coffee isn’t just a science. It’s as much a creative play with flavours, which inspired us to create a vibrant and colourful look that takes coffee packaging to an entirely new place – black coffee is now available in many colours, and it’s much easier to find your way around the shop shelf.

At the same time, the playfulness and inclusivity are supported by a minimalist line drawing showing a coffee drinker who is neither male nor female but just a human enjoying a magical coffee moment. The illustration thus contains both a message and is a solid graphic asset across variants. At the same time, the logo was softened to give it a slightly more feminine feel.

What is a coffee moment?

It can be the moment when you need to recharge with the properties of coffee or if you need to relax and just chill. It can be the moment you enjoy alone, with old friends or new acquaintances. On the side of the coffee bags, you will find a detailed description of the flavours and roasting degree of the coffee beans, spiced with a coffee moment, because yes, in our opinion, a good cup of coffee can help make even the coldest summer day or wettest winter morning a unique coffee moment.

What about proud coffee craftsmanship?

The proud coffee craftsmanship still comes through in the detailed flavour descriptions on the front of the packaging, reminiscent of the way wine connoisseurs speak. A denominator on the front indicates the flavour intensity on a scale from 1 to 10, and we proudly mention that the coffee comes from one of the few remaining roasteries in Denmark: “Locally roasted in Aarhus”.

In short, high quality can be down-to-earth.

Would you like to have a taste?

Black Coffee Roasters are available as whole beans and capsules to create great coffee moments the quick way. Try them, find your favourites and enjoy YOUR coffee moments.

Learn more about Black Coffee Roasters and discover their delicious coffees so you can create your own coffee moment HERE