The best damn coffee in the civilised world
Dow Design are regarded as FMCG design experts
In this recent project Dow created packaging designs for ORB Coffee which was launching into retail for the first time. Just weeks after launching with stand out packaging, both major supermarkets chains have ORB coffee on their shelves, the brand has also gained traction in the cafes too...
In any New Zealand supermarket, the coffee aisle is a busy one, and there is no shortage of selection for the coffee-loving consumer. Beyond the aromas being squeezed from air locked packages, the array of brands, colours and hyperbolic claims is a heady mix.
The latest coffee brand to hit retail shelves is Cerebos Gregg’s ORB. Their aim for ORB is to push the boundaries and be “the best damn coffee in the civilised world”. ORB is established in cafes as a premium speciality coffee and the opportunity was there to take it into the growing premium fresh coffee category in supermarkets.
To establish ORB as a premium product “inside and out” Dow Design were briefed to ensure ORB packaging conveyed substance over style, standing out from the crowd. The ORB range needed prominent brand and packaging presence to achieve cut-through and also communicate the premium positioning it deserved.
“Starting with the blank canvas of a foil packaged trade-only product delivered to baristas who know their roasts, we eschewed fanciful graphics and dazzling colours,”
“Instead the packaging is white, the font black, and branding uncomplicated. Space on the pack is utilised for informative and authentic information, communicating with the connoisseur, much like labels on fine wine.”