How to rebrand coffee packaging while maintaining brand recognition

Redesigning coffee packaging, often referred to as a rebrand, can be highly beneficial for a business.

A rebrand often occurs when new management is introduced or the brand is trying to keep up with modern design trends. Alternatively, a business may rebrand when adopting new, more sustainable coffee packaging materials.

Branding should leave a memorable impression on customers so they recommend it to others, which encourages repeat sales and customer loyalty. 

The recognition derived from a brand increases company value, sets expectations, and makes it easier to gain new customers.

Read on to learn how you can rebrand coffee packaging without losing customers or sales. 

Why rebrand your coffee packaging?

On average, brands and organisations change their corporate identity once every seven to ten years.

Businesses think about rebranding for several reasons. Usually, it is when the business grows exponentially and needs scaling. Other reasons may include internationalisation, new management, or an outdated image.

Alternatively, a business may consider a rebrand when deciding to invest in better packaging materials. 

Within the last decade, consumers have grown more interested in using eco-friendly and sustainable packaging materials. 

Notably, a 2021 study reveals the four main consumer expectations for sustainable packaging are:

• To keep the product safe and retain its quality
• For it to be easily recyclable or biodegradable
• For just enough to be used and for things not to be over-packaged
• For the package to be strong and stress-resistant

Given this, more roasters are turning to biodegradable or recyclable materials for their coffee packaging. 

These materials contribute to a more sustainable industry and help to widen a roaster’s customer base by attracting new, environmentally conscious customers.

That said, communicating changes in packaging design is crucial. Failure to do so may result in lost sales and brand recognition, as customers may be unable to connect the new bags with the same brand.

Updating customers on coffee bag changes

The internet has revolutionised how businesses advertise, sell, and engage with their customer base. 

One of the most effective ways for roasters to inform customers of coffee bag design changes is through their social media channels. A survey conducted by Sprout Social found 90% of respondents had used a social media platform to communicate directly with a brand.

When contacting a business, social media has now surpassed phone and email as the preferred method of communication. 

As recently as January 2023, research shows 59% of people worldwide use social media on average for 2 hours and 31 minutes a day.

Using your social media pages to inform customers of design changes will ensure they recognise the product when it launches, reducing the risk of lost sales. 

Additionally, it offers you a chance to engage directly with your customers. For instance, announcing your intention to redesign coffee bags allows you to use customer feedback, such as what information your consumers want to see on the bags.

Keeping your company website updated is also key to ensuring clear communication. A customer who receives a product that looks different to that advertised on the website may lose trust in that brand.

Newsletters and marketing emails are other effective tools for communicating with customers. These can increase customer knowledge of your brand and products in a way that excuses them from having to search for the information themselves.

Regular newsletters can also help promote limited edition offerings, coffee subscriptions, and competitions. For instance, you could choose to offer discounts to loyal customers who have already signed up to receive your newsletters.

This allows customers to save money on their next purchase while promoting the rebranded coffee packaging.

What to consider when announcing rebranded coffee packaging

It is important to consider what kind of questions customers may have regarding your rebrand. 

This means any staff you have will have to be informed of why the rebrand has taken place, and what changes were made. Then they can be fully transparent with customers.

A primary concern for long-term customers may be whether the quality of the coffee has been affected. Therefore, it is important to reiterate your product quality throughout the rebranding process. 

For example, you could choose to custom print a coffee bag sleeve that assures customers they’re receiving the same product in an updated bag. These can be a short, limited edition print run that helps educate existing customers while enticing new ones.

A packaging redesign that is well done can attract new customers and remind existing customers why they fell in love with their favourite coffee brand.  

Before deciding to undertake a rebrand, roasters must take time to examine their company, values, and specific needs. 

Furthermore, they should consider what they want to achieve through the rebrand, as it can be a daunting task. 

That said, rebranding can pay dividends over the lifetime of a company, enabling roasters to attract better customers, with more authority, and command higher prices for their products.

MTPak Coffee can help balance your budget and business personality with custom-printed coffee packaging that is sure to get the attention of both new and existing customers.

MTPak Coffee offers roasters and coffee shops a range of 100% recyclable coffee packaging options that can be custom-printed to your business specifications.

Our range of coffee packaging structures includes quad seal bags, stand-up pouches, side gusset coffee bags, and more.

Choose from renewable materials such as kraft paper, rice paper, or multilayer LDPE packaging with an environmentally friendly PLA lining.

Furthermore, we offer a range of customisable coffee boxes made from 100% recycled cardboard. These are ideal options for roasters who wish to test out a new design without overwhelming customers.

Take control over the design process by building your own coffee bag. We use innovative digital printing technology to ensure your custom-printed coffee packaging is a perfect representative of your brand.

We offer a quick turnaround time of 40-hours and 24-hour shipping time, and low minimum order quantities (MOQs) to micro-roasters who are looking to remain agile while showcasing a commitment to sustainability.

For more information on how to effectively roll out coffee packaging design changes, contact our team.