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Brandon Consultants, a renowned creative brand consultancy, has played a pivotal role in helping Paulig Coffee introduce a reimagined coffee range.
Their expertise in brand strategy and design has been instrumental in crafting a range that resonates with consumers who care deeply about the sustainability and origins of their coffee without compromising on taste or sophistication.
Paulig is one of Finland’s leading coffee brands, known for its good taste and longstanding commitment to sustainability. Remarkably, the new range is crafted to amplify this differentiator in the market with a brand for coffee lovers who seek refined, ethical, and flavourful experiences while making responsible choices for the planet.
For The Love of Coffee
In Finland, where coffee consumption is a way of life and part of the national culture, this new range speaks directly to the Finnish passion for coffee. The Finns drink more coffee per capita than any other nation— up to 12kg yearly. Coffee isn’t just a drink; it’s a moment, an experience, and even has its own lexicon, with terms like saunakahvi (sauna coffee) and vaalikahvit (election coffee). Paulig’s new range caters to these moments, offering diverse, high-quality coffee to suit individual needs and occasions.
Through this insight, Brandon understood that Paulig’s audiences are not just consumers—they’re coffee connoisseurs on a journey to explore the world through coffee. They crave more sophisticated offerings, exotic flavours, and an opportunity to impress with their origin, quality, and craft knowledge. Moreover, for these discerning customers, coffee is more than a hot beverage—it’s a conscious experience.
Reducing The Complexity in The Paulig Coffee Portfolio
In response to the evolving consumer need, Brandon helps Paulig Coffee unveil a bold new look for their sustainable coffee range, Mundo. This range celebrates the rich origins of coffee through design, reflecting its ethical sourcing and rich flavour profiles. Doing so connects with the audience, making them feel part of the coffee’s journey from farm to cup.
The creative and design elements of the new range fuse tradition with innovation, showcasing vibrant, region-inspired visuals. Each coffee variety celebrates its country of origin with colourways and animal illustrations that are symbolic of the region. These visuals are designed to evoke a ‘feel-good’ response, reflecting the brand’s ethos of delivering good coffee that also does good. The approachable and friendly animal illustrations are designed to drive a connection with consumers, ensuring the product resonates emotionally while standing out on the shelf.
Bold Design, Sustainable Impact
The design is led by a bold new on-pack architecture system built around Paulig Coffee’s distinctive ‘Pauligon’ brand asset. With its vibrant, variant-led colourways highlighting key product benefits and tasting notes, this system simplifies the process for consumers to navigate their options in a crowded market, making them feel confident in their choices.
The new range includes four variants: Original, Mexico, Columbia & Honduras and Rwanda & Nicaragua.
About Brandon:
Brandon is a creative brand consultancy, based in Manchester and London but working across the globe to awaken brand potential for commercial growth. Clients include PizzaExpress, Kimberly-Clark, Coca-Cola, IE Business School and Paulig Group.
