TRUESDAY Specialty Coffee
Designers | Sandra Bayer, Henning Reiche
Location | Berlin, Germany
Launch date | March 15, 2021
TRUESDAY provides whole coffee beans in reusable milk bottles. The packaging design supports the circular economy by giving bottles a second life: Empty bottles can be returned to supermarkets in Germany for a 0,15 € deposit and will then be transported to local dairies and refilled with milk. The brown glass protects the beans from sunlight and is still transparent enough to show the content - it is regionally one of the most ecological ways to pack coffee as it produces nearly zero waste. The glass material nicely reflects our transparency approach: TRUESDAY is the first German coffee brand with True Price and one of the first companies to put True Price theory into practice.
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Since this new sustainability approach may have remained unknown to most consumers we tried to create a packaging design that raises attention, a positive vibe and a desire to learn more about our coffee’s social and ecological footprint. We believe that sustainable coffee tastes best with a pie (chart): On the backside of the bottle we provide detailed informations about the coffee’s social and ecological impact and how we compensate for it. It is an educational feature that creates awareness for sustainable consumption. The true price of our first coffee, the Cauca Excelso, is as follows: Market price: 4,31€ Social costs: 1,79€ Climate change: 1,16€ Air pollution: 0,87€ Land use: 0,15€ Further ecological costs: 0,35€ The true price of coffee production: 8,99€
In fact our playful design stands in harsh contrast to the written informations about coffee’s negative impact (btw: our coffee is produced sustainably). This is for a good reason: If we want consumers to pay the true price and take responsibility for their consumption we need a positive design that transports the message with ease.
