Fresh New Look. Same great Coffee.
This week, Griffiths Bros Coffee Roasters unveiled its new foodservice product packaging designed to communicate its timeless brand story with enticing visual cues.
OG Group Marketing Manager Courtney Sims emphasised the significance of continuing to invest in the brand and promote the fact that Griffiths Bros. is Australian owned and locally roasted. While the outside product packaging has changed, the same great, high-quality premium coffee our that clients have come to expect and love from Griffiths Bros remains the same.
“As an Australian owned, family-run business, we believe it’s essential to evolve with our clients, and that includes the product packaging and marketing we do to cultivate the brand and nurture our wholesale relationships,” Courtney said.
“The fresh new look for the hero foodservice 1kg bag highlights Griffiths Bros unique position as an industry pioneer and the on-bag messaging communicates to cafe clients and their patrons that every bag purchased, and coffee consumed makes a huge difference in supporting the local economy.”
A proud in-house studio project, Marley Edwards, OG Group Senior Graphic / Digital Designer had freedom to refresh the brand.
“The design challenge was how to capture wholesomeness that comes from a rich brand provenance alongside the mindfulness of modern-day Australian coffee culture. Conceived with the client in mind the final ‘Nowstalgia’ look combines market trends with the brand’s unique position and aesthetically is enough so that it toes the line between eye catching but not overbearing in a cafe environment where businesses have their own branding” remarked Marley.
Matte printed on recyclable ready sustainable CEFLEX film and compliant with our Australian Packaging Covenant Organisation (APCO) member commitments and 2025 goals, the execution utilises the brands signature illustrative style and draws from its colour matrix to create a palette reflective of nature.
A four panelled bag, the front features a revised logo to fit the new design and contemporary coffee cherry motif, a nod to coffee farmers and inspired by the beans journey from crop to cup.
The left-hand panel celebrates the nations’ longstanding love affair with Griffiths Bros coffee with and why we’ve been Australia’s Coffee Fix since 1879. Historical photographic panels are featured on two films that will be in play, the first featuring roller skaters in Adelaide’s Rundle Mall circa 1920’s and the second the iconic Griffiths Brothers building built in 1900, which still stands tall at 26 Flinders Street, Melbourne.
The back serves as an effective reintroduction to the brand and why we are trusted as one of Australia’s original coffee roasters at a glance whilst the right-hand side notes our socials handles to engage baristas and encourage them to create user generated content for their cafe that we can then promote.
The new foodservice 1kg product packaging will begin roll out across the country product from 1st November 2023 and is the first in a line of more exciting refreshes to come.
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