Danelaw Coffee
Designer | Tom & Friends (www.tomandfriends.co.uk)
Location | Holmfirth, West Yorkshire, UK
Launch date | March 27, 2022
The brief for Danelaw’s packaging was to create something eye-catching and unique that would stand out on a coffee shop retail shelf. The recyclable box was designed to be cut from a single sheet of card and able to be used by every coffee in the range. The Danelaw “feathered D” device is inspired by the raven banner flown by the Vikings who governed the Eastern United Kingdom in the 9th Century. Icons used to designate specific blends are inspired by Old Norse or by national landmarks in the case of single origins.
Texture was important to the final design, with a contrast between smooth, clear laminated board and the textured unfinished paper of the overlabel. Further priority was placed on the color elements, deliberately aimed to create a point of interest against the blank canvas of the black box. This is inspired by the flash of color from the green coffees sourced to bring light and colour to the otherwise black and white world of the coffee roaster. The design of this packaging is intended to communicate that the colour and intrigue is driven by the coffee, and in turn by the hard work of coffee producers.
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Another priority for the design was to make opening the packaging an experience. Breaking the seal of the label and unboxing the coffee should be a pleasurable experience, and the hidden icons on the internal flaps should be a surprise and delight to eager coffee drinkers who get to reveal the prize inside – their coffee. Above all else, this packaging needed to be sustainable, striking a balance between eye-catching, appealing, rewarding and recyclability. Choosing recyclable laminated board and LDPE bags was the best combination available to us, and this design must evolve as the availability of recyclable materials improves and the processing of soft plastics becomes more readily available. “So often good design is perceived as new shapes, revolutionary materials and outlandish ideas, but in the real world of business, it is about making a beautiful, functional design within the monetary and production constraints without losing impact.: Tom Buttle - Designer
