ONE LITTLE BEAN THAT PACKS A PUNCH

Each year, La Minita Peaberries are harvested at their peak and sold exclusively to Caribou Coffee, who roasts them to perfection in their once-a-year coffee exclusive. These beans are special, rare in fact. They are hand-picked. The small bean delivers on big flavor. The packaging for this premium product had to reflect all of these things and stand apart on shelf.

La Minita Peaberry Coffee Packaging

Role: Creative Director Agency Partner: Cue, Inc

GOALS:

Redesign Caribou's most premium coffee to be disruptive and impactful on store shelves during the Fall season and highlight on Caribou's unique relationship with the farm of origin, Hacienda La Minita.

INSIGHTS:

La Minita is a seasonal coffee that Caribou brings back once a year while the limited-batch of beans is at peak freshness. The foil had not been redesigned the prior 2 years, and needed a refresh to boost excitement around its return. However, the foil also needed to be recognizable as La Minita to guests who anticipate its return each year.

SUCCESSES:

The bright, exotic graphics, metallic ink, and bold colors made these bags absolutely pop off the shelves. They sat aside the different tiers of coffee offered at Caribou, complimenting the architecture of the everyday foil and label designs, joining the system while standing out as a star product. The 1st day of sales for La Minita in 2020 lapped the 2019 1st day sales by 20%.

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Holiday Campaign // Caribou Coffee