Packaging design for Java Brænderiet – a coffee roastery with 100 years of experience

Java Brænderiet is an experienced brand when it comes to coffee. With almost 100 years of experience, they carefully select their coffee beans and source and roast them at their own roastery in Roskilde.

Java Brænderiet came to us with a request to update the packaging of their speciality coffee category sold in speciality shops. The aim was to target the younger part of the coffee-drinking segment in particular, with straightforward storytelling in the design and a focus on professionalism and geekiness. The icing on the cake was the packaging had to be eye-catching in gift baskets and on shop shelves.

History, quality and geekiness

The keywords history, quality and geekiness drove the design process. The words encapsulate Java Brænderiet’s long experience, vast knowledge and thoroughness, dedication and high professionalism when it comes to selecting coffee beans, roasting and brewing. In extension of these keywords, we chose to work with the archetype/brand personality The Wise One (Den Vise). The Wise One is characterised by qualities such as intelligence, experience, credibility, thoughtfulness, an analytical approach and, of course, wisdom. Choosing The Wise One archetype for Java Brænderiet made sense – the brand’s long history and experience fit perfectly with the brand personality. It also matches the target group well, which is all about geeking out when it comes to coffee – it’s about information seeking, learning and expert knowledge.

Based on keywords and the archetype, we started the moodboard process by exploring the origin and history of coffee and the visual codes associated with coffee, including traditional canvas coffee sacks. These coffee sacks often feature bold and robust typography in various fonts with variable layouts. We also looked at the history and visual development of the Java Brand over time.

The look combined the visual history of Java Brænderiet and the recognisable coffee sacks with clear links to the archetype of The Wise One.

A design with a typographic focus

The design consists primarily of the name of the coffee, which is highlighted in typography with varying lettering. The design is made in letterpress style – the letters are imperfect and appear handmade, which supports Java Brænderiet’s focus on craftsmanship. The typography has a differentiating colour that is eye-catching and is repeated in the band underneath, so the colour stands out on the design. The origin or type of coffee is also shown, as well as Java Brænderiet’s logo, which we were allowed to update as part of the design development – it was cleaned up and simplified so that it stands out today.

At the bottom of the label, you will find all the information you can geek out over as a consumer. Here, you will find information about the coffee, its processing, country of origin, harvest, and what flavours to look for when drinking it. You will also find a flavour barometer that provides insight into the coffee’s fullness, freshness, sweetness, aftertaste and complexity.

The combination of elements in the design fully supports the story of Java Brænderiet as The Wise One, who shares their experience, professionalism and complex knowledge associated with coffee. The desire is to learn from them so that more people can have the same experiences with good coffee.