Brand identity · Packaging
Norrland Roasters
A coffee brand that had to stand out on a crowded shelf without shouting. One mountain, one warm red and a roast date you can read from two metres.
Client
Norrland Coffee Co.
Role
Brand lead, packaging
Timeline
14 weeks
Services
Identity · Packaging · Shelf system
Filter roast bag, 250 g
The brief
Norrland had great coffee and a bag nobody noticed. On a shelf of sixty brands it read as plain kraft, and the roast date, the one thing regulars look for, sat in 6-point type on the back.
The approach
We kept the mountain from the old logo, made it bigger and set it on a warm red that holds up under supermarket light. A six-column grid carries all 24 coffees, and the roast date moved to the front at 18 points.
Mountain mark
Type and colour system
Outcome
Retail sell-through up 38% in the first quarter.
+38%
retail sell-through in the first quarter
24
coffees on one packaging system
People now ask for the red bag by name.
Jonas Sund, founder of Norrland
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