We were asked to create the branding and packaging design for Costa Roast & Ground as part of a collaboration between Kraft Foods and Costa, the nations favourite coffee chain. This was the first time that Costa had launched a Roast and Ground version of their famous single blend, so part of our job was to ensure Costa’s approach would be the same at home as it was in store.
A key part of the Costa experience in store is the skill of the barista. We wanted to capture this on pack by introducing some of the tips and tricks that the baristas use in store every day. In a world of different strengths and provenence, we opted for a clean, simple execution to highlight the single, Costa blend and showcase the key brand equities.
The design has been rolled out over 3 different pack formats to cover a variety of usage occasions. We introduced a series of 3 different tips across the 2 bag formats to encourage repeat purchase and ensure a different experience each time.
“I’ve loved working with the guys at Slice, they instantly grasp insights that are guiding the project, always keep things simple and act more as brand consultants than pure pack designers. They were integral members of the innovation team, helping shape the initial concept, positioning, portfolio and then finally a fantastic pack design. Both Kraft and Costa are delighted with the designs Slice have created”
KW, Senior Brand Manager, Tassimo, Kraft Foods