As told to Sprudge by Roman Leal.
When did the coffee package design debut?
We launched our new packaging in September as part of our brand update and expansion announcement. We've had bag samples floating around the roastery since 2014 and began the project in February 2015. We wanted our bags to be stunningly gorgeous, but also very functional. We put a lot of hours into the planning process.
Who designed the package?
The brilliant minds at Caliber Creative in Dallas, Texas designed our new bags and overall aesthetic. We fell in love with the work that they did for Deep Ellum Brewing, and we knew we had to have them do our packaging. We've worked very closely with them over the past year to create an update for our brand that conveys exactly who we are. Evocation has always been about the intersection of science and magic that make coffee so incredible, and the design work they've done for us captures that beautifully.
Please describe the look in your own words!
The bags feature a mid-century modern design that's prevalent through the rest of our branding and soon-to-be the decor of Evocation Summit (opening 12/15). There are stark contrasts between colors and textures and some incredibly beautiful geometric gloss patterns. Our labels have 3 different color schemes, with 6 different patterns of each for a total of 18 unique labels in all. The insides of the bags are printed, as well!
What coffee information do you share on the package? What's the motivation behind that?
We share the name of the coffee, our three most prominent tasting notes, geographic information on where the coffee was grown, elevation, processing, and roast date. An intentional omission was varietal(s), as we often found that including it led to more confusion than clarity with our customers. A Bourbon from Kenya tastes very different than a Bourbon from El Salvador, for instance. That information is still available on our website, of course. The label color scheme corresponds to the coffee, with green/gold representing Central and South American coffees, red/gold representing African coffee and blue/gold representing blends. We've found these subtle visual cues help customers quickly and easily find the flavor profiles they're looking for.
Where is the bag manufactured?
The bag is manufactured by Hawaii-based Savor Brands at their facility in China.
For package nerds, what *type of package* is it?
This is a quad seal, box bottom pouch with a one-way valve, zipper and spot gloss on a matte finish.
Coffee Design is a feature series by Zachary Carlsen on Sprudge. Read more Coffee Design here.