RAW Coffee Company
Designer | Karien Mulder & Tanya Viljoen
Location | Dubai, U.A.E.
Launch Date | January 9, 2023
RAW Coffee Company celebrates its 15-year anniversary this year and we wanted to celebrate this milestone with a big brand refresh across all our platforms including our packaging. We see this investment as an exciting opportunity to freshen our entire packaging concept and brand and to give our packaging a more feminine, sustainable, and ergonomic edge.
We were focused on printing with less environmental impact, and this was one of the driving forces behind the design process. Considerations went into the shape of the bag, material, color management, and migrating from offset printing to digital Flexo printing. We needed to achieve full flexibility in printing and in our supply chain and this migration to digital printing, allow for this flexibility.
Aesthetically we want to appeal to a more feminine market while still appealing to our predominantly male customers. We aimed for a design that sits well on a shelf, is sealable, and is tech-forward. By using a secure QR code we are now able to integrate our printed bags into the digital realm by offering our customers content-rich experiences, extending the customer understanding of the product, our partners, and with it our role and responsibility in the coffee industry. Many of our employees have been with the team for many years and with this packaging change, we want to show our commitment to growth, to the industry, and to the earth. While the brand recognition is strong, we as the owners felt it was the right time for a refresh after the challenging couple of years of the Covid pandemic. This is our physical commitment and promise to our customers and our team that demonstrates our belief in the future of the company.
