In 2010, the world was introduced to a new mobile platform that allowed users to share filtered and curated content.
Instagram is now the 7th most visited website and the 4th most used social media platform, with 1.22 billion logging in monthly. Notably, the word “Instagrammable” was recently added to the dictionary.
In a time when many brands sell their coffee online, Instagram targets specific audiences through a visual experience that introduces their values to customers and prompts further action.
For roasters, Instagram can help gather interest and awareness for their coffee – provided it captures the attention of those scrolling through thousands of images on the app. Therefore, it is essential that the design of your coffee packaging stand out.
To find out more about how brands can make their coffee packaging Instagrammable, I spoke with Rachel Wei, senior account manager for MTPak Coffee.
Why is Instagrammable coffee packaging important?
Customers buying coffee in 2023 are likely to face hundreds of options to choose from.
There are dozens of origins, processing methods, and roast styles to choose from, with flavours and aroma notes representing the entire flavour wheel.
Despite these variances, most coffees will look identical outside their packaging. This is why packaging is so important in differentiating a coffee from its competitors or grabbing customers’ attention.
To stand out from the competition, specialty coffee brands often combine patterns, textures, colours, fonts, images, and bag structures to create unique packaging.
At the same time, customers often rely on the packaging to determine whether the coffee was sustainably and ethically produced, as well as how best to consume it.
This makes Instagram an informal shop window that roasters and coffee shops can use to build on their packaging. Roasters can use it to share relatable and authentic content that encourages a positive response.
Notably, over 90% of Instagram users follow at least one business on the platform, with half of all users using it to discover new brands.
It is important to note that what makes one brand Instagrammable may not apply to others. Roasters and coffee shops should create their own content strategy as opposed to emulating others.
“In my opinion, Instagram is a very diverse and inclusive platform,” Rachel explains. “Just like coffee! Favourites may differ and different packaging options may have corresponding coffee lovers.”
What can Instagrammable coffee bags look like?
For Rachel, “Instagrammable” can mean different things to different brands. However, she believes they may all have two qualities in common.
“First, the packaging must have a unique design and style that makes it stand out from the crowd,” she says.
“Second, the concept of environmental protection is deeply rooted in the hearts of many people,” she adds. “Therefore, they will be concerned about what material the packaging is made from, so whether your coffee bags are sustainable or not is also important.”
Several specialty roasters have designed packaging that stands out on platforms such as Instagram.
Vice Coffee Roasters
Australia-based Vice Coffee Roasters is a small-batch all-women roastery that exclusively sources its green coffee from female producers.
The brand recently released a Christmas blend for the 2022 festive season. The post on Instagram described the blend as “tasting like nan’s fruitcake that has been soaked in an irresponsible amount of brandy and rocky road.”
The eye-catching coffee bag features the traditional Christmas colours of red and blue, with an unique, female Santa Claus. That design feature alone is likely to make this product highly appealing to those hunting for a feminist stocking filler.
Arabay Coffee Roasters
Every year, colour expert Pantone, releases its “colour of the year” for the year to come.
The colour will filter through many industries, such as fashion, retail, and design, and it is likely to be used by influencers across social media platforms.
Reproducing the colour of the year accurately matters. Once a roaster has identified the message or emotion they want to convey, they must be certain the colour is true to their intent.
The packaging for Arabay Coffee’s new single origin from Burundi features a spectacular gradient, going from bold magenta to soft yellow, and finally, a bright green.
Cafés La Brasileña
Those who are new to the specialty coffee scene may find its associated terms confusing or alienating.
Roasters can avoid this by using their coffee packaging and Instagram page to communicate details of their coffees in a visual way.
Cafés La Brasileña in Spain do this by including a map of the world on the front of their coffee packaging with the origin of the beans pointed out.
It’s an easy way to help customers get acquainted with different origins and their unique traits before they make a purchase.
Tips for creating your own Instagrammable coffee packaging
Roasters can make their coffee packaging “Instagram-friendly” in a number of ways.
Rachel says roasters and coffee shops can choose special packaging elements for their coffee bag designs to make them more eye-catching.
“This can include hot stamping, spot varnish, and UV processing,” she adds.
Hot stamping is a lithography printing process that uses heated image moulds or stamping dies to transfer metal foils or pre-dried inks onto a surface.
Spot varnish refers to creating depth or highlighting specific areas of the packaging.
“Roasters should also upgrade their packaging to be more sustainable, and share that with their customers,” Rachel advises.
Making the change over to sustainable coffee packaging can seem like a momentous task.
However, partnering with a superior packaging manufacturer that understands the roasters’ needs will make the process easier.
MTPak Coffee can help balance your budget and business personality with custom-printed coffee packaging that is sure to gather followers on Instagram.
Our range of coffee packaging options is made from renewable materials: our line of coffee boxes is made using 100% recycled cardboard, while our sustainable coffee bags are made from kraft paper, rice paper, or multilayer LDPE packaging with an environmentally friendly PLA lining.
More so, both our sustainable coffee bags and coffee mailer boxes can be fully customised to reflect your brand details about your coffee offerings. Our talented design team is ready to work with you in order to make coffee packaging Instragammable.
MTPak Coffee offers our clients a quick turnaround time of 40-hours and 24-hour shipping time.
We also offer low minimum order quantities (MOQs) to micro-roasters who are looking to remain agile while showcasing brand identity and a commitment to the environment.