California’s Coffee Manufactory, the coffee-forward brand born out of San Francisco’s delicious Tartine bakeries, got a fresh new rebrand for 2024. “Collaboration is an integral part of this bag design,” says Director of Brand Partnerships Robert Metzger, “we worked with our production team for feedback on the bag construction, as well as our distributor partners who suggested including more information to connect with consumers.”
To learn more, we spoke with Metzger about the project.
As told by Director of Brand Partnerships Robert Metzger.
What was the core inspiration behind this design?
We realized our bags needed to be optimized for shelf presence and decided on a path which would celebrate the original design—including the initial color palette—created by Gin Lane, but with a bolder approach to being balanced and clean.
Who designed it?
We designed it in-house with the collaboration of our team.
From first vision to final product, how long did the design process take?
We began drafting this update in late 2023 and created the final artwork in early 2024. The new bags landed in June.
How does the package design reflect the company’s overall branding and messaging?
On this iteration, we continue to pay homage to Ethiopia, the birthplace of coffee and one of the origins we have immense involvement in. The CM Lion is inspired by the 1954 modernist Lion of Judah statue by Maurice Calka located in Addis Ababa, Ethiopia. This mark is a symbol of producer independence and the origin of coffee. We further emphasize this by prominently placing the Lion on each panel of this design.
Tell us about some of your favorite design details.
The color associated SKU’s are printed directly on each bag and give a preview of the color that is revealed on each side panel. These colors continue to connect consumers to what they are buying.
Are there key elements of the packaging meant to educate the consumer?
We continue to be very transparent about what goes into our blends. The blend compositions are detailed by percentage on the companion label for each bag, along with the roast profile.
Additionally, we now include information on our Cloud Roasting™ process which envelops our sustainably sourced beans in a controlled, gas-fired vortex, produces intensified aromatics and smoother flavors, and beats the traditional drum roasting method.
Is the design optimized for shelf presence? How does it aim to stand out?
The coffee set in many markets is a crowded house. We wanted our update to be crisp, clean, and bold for contrast, yet still maintaining an elegance that honors the original design.
Are any of the packaging materials recyclable or compostable?
The materials are recyclable PE60, including the valve and zipper closure.
Where is this available to purchase?
Through our website, plus our amazing wholesale partners: Whole Foods Markets (NorCal, SoCal, and Rocky Mountain regions), Gelson’s Markets (SoCal), Bi-Rite Market (San Francisco), BeanBox.com, Crema.co
Learn more about Coffee Manufactory on their official website and follow them on Instagram @coffeemanufactory.
