Key takeaways

Custom stand up pouches let speciality brands like Shavi Coffee express visual identity while keeping practical benefits such as durability and shelf stability.
Balanced layout matters: placing graphics and information lower on the pouch avoids an awkward, top-heavy look once coffee fills out the bag’s shape.
Recyclable materials and thoughtful sourcing are becoming essential for roasters seeking packaging that aligns with their environmental values.

Coffee packaging is constantly evolving to be more reliable, eye-catching, and in alignment with coffee roasters’ values. Packaging is often a customer’s first introduction to a brand, making it a vital component. It also helps to protect the beans, preserves freshness, and conveys personality before a client even opens the bag.

Through the years, custom stand up pouches have become a favourite packaging choice for speciality roasters because of their practical benefits. This packaging option maintains a competitive price point while also allowing brands to customise the coffee experience.

For Shavi Coffee, multiple award-winner and Georgia’s Best Roaster at the 2025 Global Coffee Awards, packaging begins with a story. The Georgian speciality roaster, founded in Tbilisi in 2021, now operates five locations across the city and two locations in Tashkent, Uzbekistan, as well as selling beans in the USA.

To find out how custom stand up pouches support that story, I spoke with Nora Tsiteladze, Shavi Coffee’s brand manager. Read on for her insights.

What are custom stand up pouches, and why do speciality roasters choose them?

Custom stand up pouches are flexible bags that give roasters a large surface for colour, imagery, and messaging. They remain popular because they combine that flexibility with durability and a competitive price.

Coffee packaging serves many purposes. According to Nora, one of the most important components should demonstrate the brand’s values. “As a Georgian brand, we genuinely want to contribute to Georgia’s culture. I think you can easily recognise the atmosphere of bohemian Tbilisi in our designs, and I don’t think any other coffee brand expresses it in quite the same way,” explained Nora.

Using custom stand up pouches allows Shavi Coffee to demonstrate this culture directly on the package. Branding serves a significant purpose in every pouch Shavi Coffee produces, but it isn’t the only component.

“Of course, packaging isn’t only about visuals. I always work closely with our roasting team when it comes to the technical side of the packaging. We discuss the pouch format, materials, and practical requirements together. We have incredibly knowledgeable people on the team, so I trust their expertise while focusing on creating a strong visual identity,” explained Nora.

Custom stand up pouches offer a packaging option that marries the best of both worlds, balancing brand storytelling with the technical demands of protecting the coffee.

Speciality coffee brands have used everything from rigid tins to folding cartons to protect coffee beans, yet it’s stand up pouches that remain the industry standard. There are several reasons why this continues to be the case.

“For us, it’s simply the most practical format for both storage and presentation. It stands well on the shelf, protects the coffee, and is much easier to transport while keeping its appearance intact.” Flexible pouches also take up less space than rigid formats, which cuts storage and transport costs for growing roasters.

“As a designer, I’d love to experiment more with unusual packaging formats, but eventually you have to come back to reality and consider manufacturing, logistics, costs, and the customer experience. That’s why I believe stand up pouches remain the most versatile solution,” said Nora. That versatility reflects a broader shift toward flexible formats across the speciality sector.

Stand up pouches balance cost with the ability to customise, giving both roasters and clients a strong experience.

What design mistakes should roasters avoid with custom stand up pouches?

Roasters should avoid piling visual weight at the top of the pouch, since an unbalanced layout looks awkward once the bag takes shape.

Custom stand up pouches allow designers a fair amount of freedom, which can be both a positive and negative reality.

“One mistake I notice quite often is putting too much visual weight at the top of the package while leaving the bottom almost empty,” explained Nora. The packaging gives brands a chance to tell a story and convey essential information, but it also requires visual finesse.

Layout balance is a key factor in determining whether a stand up pouch succeeds. Roasters who follow clear design templates from the start tend to avoid these layout pitfalls entirely.

“Personally, I prefer placing most of the graphic and informational content in the lower part of the pouch, leaving more breathing space at the top. Once the bag is filled with coffee, it expands and changes shape, so an unbalanced composition can end up looking awkward or asymmetrical,” advised Nora.

“That said, design is always subjective. I wouldn’t say that other designers are overlooking something – it’s simply a matter of different creative approaches,” she added.

Why do sustainable custom stand up pouches matter for coffee roasters?

Sustainable custom stand up pouches matter because they build customer loyalty and reflect a roaster’s environmental responsibility.

Environmental responsibility is a growing topic of conversation among coffee roasters. While consumer expectations evolve, incorporating sustainable endeavours into coffee packaging is becoming a key advantage for roasters worldwide.

Sustainability claims can meaningfully sway buying decisions. Products with credible green credentials tend to have greater sales growth than those without, and many customers say they would pay more for eco-friendly packaging.

Shavi Coffee recognises this reality and selects recyclable materials, continuing to improve packaging choices as part of its responsible manufacturing. “We can’t truly call ourselves an honest, caring, and responsible company if we don’t pay attention to the materials we use. Our planet needs more care, and it’s important to choose packaging that is as easy to recycle as possible,” said Nora. “Environmental advocates have already made this message very clear. Our responsibility is to listen, make thoughtful choices, and keep improving.”

This kind of thinking reflects a broader move toward circular packaging systems across the speciality sector.

Brands like Shavi Coffee use custom stand up pouches as a protective packaging option, but they also work as a storytelling medium. Getting the format, layout, and materials right lets a brand’s personality come through before a customer even opens the bag.

At MTPak Coffee, we support roasters at every stage in choosing the right packaging format for their volumes, story, and brand ambitions. Options range from custom stand up pouches to fully printed flat bottom bags. Our MOQs start from as low as 200 units, with a lead time of as little as one week. Every order also includes sustainable materials and full customisation as you grow.

For more information about custom stand up pouches for coffee, contact our team.

FAQs

What are custom stand up pouches for coffee?
Custom stand up pouches are flexible bags with a bottom gusset that let them stand upright on shelves, offering a large surface for branding and messaging.

Why do speciality roasters like Shavi Coffee choose custom stand up pouches?
They balance a competitive price with durability, shelf stability, and space for storytelling, which suits speciality brands that value personality and origin stories.

What is the most common design mistake with custom stand up pouches?
Placing too much visual weight at the top of the pouch is a common mistake, since the bag expands and changes shape once coffee fills it.