Consider the tube.
Webster’s dictionary defines the word “tube” as a hollow, elongated structure, typically cylindrical and forming a narrow channel. Famed tubes in the modern era include the tube sock, the tube top, the inner tube, and the vacuum tube, which is an essential technological part of pre-solid state amplifiers, radios, and televisions. The American cow-funk jam band Phish has a song called “Tube” and an experimental art rock group called The Tubes, based in San Francisco, introduced the world to Vince Welnick, who went on to become the final keyboard player for The Grateful Dead.
Klystron tubes are essential to the creation of particle accelerators. Fallopian tubes are essential to the creation of human life. The medical magnetron tube powered British radar in World War Two. But today’s tubular inquiry brings us to the work of Wonderstate Coffee, whose wonderful new coffee packaging implementation makes full use of the tube in all its many facets. The coffee tube as packaging vessel conveys ease, tactile comfort, and sleek non-discursive design fluency. We are drawn to the tube, for we are born of them. To learn more we spoke with Wonderstate Coffee’s Head of Brand Bobbi Griffin.
Hi Bobbi—we are really loving these tubes. What was the inspiration behind this design?
Historically our single origin program was not distinguished from our blend program. Our goal with this new packaging was to elevate our single origins, differentiating these higher end offerings.
The forms chosen are meant to be elegant, simple, and allow the important producer information to stand out, even more so than our simplified brand name. We repurposed colors from our seasonal blend program, a subtle nod to the ever-changing rotation of fresh crop offerings. Often viewed in a spectrum, these colors also denote the wide range of character of the coffees inside.
Lastly, we wanted to offer a smaller size option, prompting the curiosity (and affordability) to try multiple coffees together- an exercise that highlights the individual expression of the coffees and the work of the producers.
Who designed it?
Our in house product team and Creative Manager, Neal Olson collaborated to make these offerings come to life.
From first vision to final product, how long did the design process take?
This product has been in the works for almost two years. We took our time to find a partner to produce our packaging that felt aligned with our vision.
Tell us about some of your favorite design details.
The design is meant to be subtle, so as to let the producer’s name, and hard work, stand out. We are happy to have our brand take a backseat to the folks putting the majority of the work into producing the coffee inside.
We wanted our new design to distinguish and elevate our single origins clearly from our other programs. Our tubes maintain a subtle through line with our blends; a white-on-white kintsugi crack, a nod to our rebrand away from Kickapoo Coffee and building a new identity.
How does the package design reflect the company’s overall branding and messaging?
We hope to provide thought leadership in the industry, establishing that well produced and processed coffee does not need to be stored in plastic- or metal-lined bags at the expense of sustainability. For us, curbside recyclability is still the gold standard of sustainability as nearly everyone has access, versus compostable materials made from corn or soy which require infrastructure to decompose.
Are there key elements of the packaging meant to educate the consumer?
We are trying to provide as much transparency and specificity into the producers and each coffee as possible on the label.
Are any of the packaging materials recyclable or compostable?
As our definition of “fresh” has changed, we’ve prioritized resting coffees. This packaging does not have oxygen-proof plastic layers, allowing the coffee to breathe and be enjoyed without long resting periods.
Sustainability was a table stake. We wanted to use uncompromisingly sustainable materials focusing on reusability and recyclability. The tube is constructed entirely of paper and is 100% curbside paper recyclable. The tubes, being structurally sound, can also be repurposed if not recycled.
Where is it available to purchase?
The coffee flight is available on our web store only. Individual single origin tubes are available on our web store, in Wonderstate Cafes and to our wholesale cafe partners.
Thank you.
