Custom coffee can packaging: what RTD brands need to know before launching

Key takeaways

• Custom coffee can packaging is a strategic business decision, not a design afterthought. It must communicate consumer benefits and brand identity within seconds.
• Effective custom coffee can packaging translate a brand’s existing visual codes into the new format without dilution, while meeting the clean label expectations that Gen Z and Millennial consumers now treat as non-negotiable.
• Operational factors like minimum order quantities, print finish decisions, and production lead times must inform the launch plan from the outset.

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With dozens of custom coffee can packaging competing for a shopper’s attention, the RTD coffee category has become one of the most competitive in the market. The brands winning are not necessarily those with the best coffee inside. They are the ones whose packaging earns attention before the product is ever tasted.

To gain insight, I spoke with Matt DelMastro, Marketing Director at Death Wish Coffee Co. – a New York-based roaster known for its organic and Fair Trade certified coffees. Read on for his insights.

Why custom coffee can packaging is a strategic decision, not just a design one

Custom coffee can packaging requires strategic thinking from the start. Consumers make purchasing decisions in the blink of an eye, and a can that fails to communicate instantly will not get picked up.

The global RTD coffee market reached $26.2 billion in 2024 and is forecast to hit $52.5 billion by 2034, driven largely by younger consumers who treat canned coffee as a daily staple. Gen Z and Millennials report significantly higher coffee spending than older generations, with 63% of 18- to 34-year-olds purchasing RTD coffee at least once a week – up 12 percentage points since 2020.

Volume and variety make stand-out harder than ever. Consumers spend less than a second making a purchase decision, but a majority agree that packaging design influences their choices.

Death Wish launched in Saratoga Springs, New York in 2012, building its reputation on bold coffee sourced through Organic and Fair Trade partnerships. The company entered the RTD space in 2025 with a portfolio of Cold Brew Lattes. Matt is direct:

“We needed the packaging to communicate not only all the benefits we packed into every can, but that it is unequivocally coming from Death Wish Coffee.”

The brief for custom coffee can packaging should begin with what consumers demand. “Consumers told us they wanted natural caffeine and not to have to guess how much they were consuming. They wanted less sugar, but real cane sugar, not some fake alternative. They wanted to skip artificial colours and flavours. They wanted extra benefits, like a good source of protein. And they wanted a simple ingredient list so they could trust the fuel they are reaching for,” Matt explains.

The packaging had to signal all those boxes were ticked – on Death Wish’s terms, not a generic brand’s. 

How to design custom coffee can packaging that builds brand recognition

The most effective custom RTD coffee cans carry a brand’s existing visual codes into the new format without dilution. In a crowded RTD market, recognition is currency. Research shows it takes 5 to 7 exposures to a brand before a consumer makes a purchase. Consistency is not a design preference – it is a commercial imperative.

For brands entering RTD from an established identity, the design challenge is one of translation, not invention. The visual codes that work on a bag of beans or a branded cup must carry over into a new format without fragmentation.

“There are a lot of brands trying to deliver these consumer expectations,” Matt explains, “and we may be biased, but think there’s only one that meets them. That’s why it was so important to make sure in that instant, consumers know we not only make it all happen – but that it’s unmistakably coming from Death Wish Coffee.”

Clean labelling has moved from niche preference to mainstream requirement, ranking as the number one trend in beverage development. Three-quarters of consumers prefer functional ingredients in their drinks. A can that buries ingredient claims in small print is a competitive liability.

Matt frames the format’s broader appeal: “The ready-to-drink format allows us to deliver our coffee to consumers in a way that eliminates barriers to when or where. Gen Z and Millennial lifestyles demand reliable energy that is accessible – the RTD format allows us to meet that demand.” The job of custom coffee can packaging is to make that argument visible at a glance.

What to consider operationally when investing in custom coffee can packaging

The operational dimensions of custom coffee can packaging are where launches can quietly go wrong. For independent roasters entering RTD for the first time, minimum order quantities (MOQs) are among the most significant barriers.

Unlike flexible formats such as coffee bags or pouches, custom RTD coffee cans carry higher minimums – both at the co-packer and packaging-materials level. Any launch plan with a specific retail window must factor lead times in from the start.

Finish options – whether tactile coatings or sustainability options – affect consumer perception as well as production cost. The time to make these decisions is at the design brief stage, not after artwork approval. Digital printing has changed the calculus for smaller brands, reducing MOQs and allowing quick design pivots.

“The category is massive, and the number of players is countless,” Matt reflects. “Getting to this point is a testament to every person who has touched the brand, and I know, despite our growth so far, we are nowhere near done.” Treating custom RTD coffee cans as a platform rather than a product is the most instructive lesson for any brand considering the move.

For roasters and RTD brands exploring custom coffee can packaging options, MTPak Coffee can help with the entire process. With low MOQs and a wide variety of sustainable materials, we offer a range of solutions worth consulting at the research stage. 

If you’re ready to explore custom coffee can packaging for your RTD range, contact our team to find the right format, finish, and run size for your launch. 

FAQ

What should a coffee brand prioritise when briefing custom RTD coffee can packaging?
Start with consumer expectations, not brand aesthetics. Consumers enter the RTD category with non-negotiable demands: natural caffeine, transparent sugar content, no artificial ingredients, functional benefits, and a simple ingredient list. The packaging must signal all those boxes are ticked, unmistakably on the brand’s own terms.

How does brand consistency affect performance for custom RTD coffee cans?
Brand consistency is a direct commercial driver. Research finds that it takes 5 to 7 exposures before most consumers make a purchase. Custom RTD coffee cans that deliver consistent visual cues convert browsers into repeat buyers.

What are the key operational pitfalls when launching custom RTD coffee cans?
The biggest risks are underestimating MOQs and leaving print finish decisions too late. Both should be locked in at the brief stage – not after artwork approval. Digital printing has reduced MOQs for smaller brands, but lead times still need to be factored into any launch timeline from the outset.