PACKAGING

Beanly Coffee

Shelf-ready specialty coffee packaging that tells an origin story, earns retail placement, and drives repeat purchase through distinctive craft-meets-scale design.

Client Beanly Coffee

Industry Food & Beverage

Year 2023

Service Packaging

89% Shelf standout score

34% Retail velocity increase

2× DTC subscription growth

6 New retail placements

STANDING OUT IN THE SPECIALTY AISLE

Standing Out in the Specialty Aisle

Beanly Coffee roasted exceptional single-origin beans but looked indistinguishable on shelf next to national specialty brands. Their existing sticker-on-bag approach failed retail buyer standards and couldn't communicate the farmer relationships and sustainable sourcing that justified premium pricing. With expansion into Whole Foods regional programs on the line, Beanly needed packaging that stopped shoppers, told their story in three seconds, and scaled across six roast profiles without losing cohesion.

SHELF VISIBILITY & CONSUMER TASTE PROFILES

Shelf Visibility & Consumer Taste Profiles

We conducted shelf visibility studies in twelve specialty grocery locations, documenting eye-tracking patterns in the coffee aisle. Consumer surveys mapped taste preferences and purchase drivers — discovering that 71% of specialty buyers read origin information before price. Sustainability messaging audits revealed which competitor claims felt authentic versus performative. Retail buyer interviews clarified structural requirements: stackability, barcode placement, and display-ready case designs for end-cap programs.

ORIGIN STORY AS SHELF STRATEGY

Origin Story as Shelf Strategy

We anchored the packaging strategy on transparent origin storytelling. Each roast variant would feature a distinct color-coded system while sharing a cohesive family architecture. QR codes would link to farmer profiles and harvest details — turning packaging into an ongoing brand experience. The structural design would balance artisanal kraft aesthetics with production efficiency for 50,000-unit initial runs across three bag sizes.

STRUCTURE, LABEL & PRODUCTION PIPELINE

Structure, Label & Production Pipeline

Our workflow moved from brand immersion through structural prototyping, label design iterations, print proofing, and retail launch coordination. We tested three bag constructions for freshness retention and shelf presence before selecting a matte kraft stand-up pouch with resealable zipper. Label designs went through four revision rounds with Beanly's roasting team ensuring roast-name clarity. Production oversight included press checks, color calibration, and display unit assembly for launch events.

CRAFT BAGS WITH PREMIUM DETAILS

Craft Bags with Premium Details

The final packaging features matte kraft bags with copper foil stamp logos and hand-illustrated origin maps unique to each roast region. Color-coded top bands enable instant variant recognition — Ethiopian amber, Colombian terracotta, Sumatra deep brown. Typography balances craft authenticity with retail legibility at shelf distance. Back panels feature brew guides, tasting notes, and sustainability certifications. Limited-edition seasonal templates extend the system without redesign costs.

PRINT FILES & RETAIL LAUNCH SUPPORT

Print Files & Retail Launch Support

We delivered print-ready files for 12oz, 2lb, and 5lb formats, corrugated display units for end-cap placement, and a seasonal limited-edition template system. Vendor coordination covered die cutting, foil stamping, and flexographic printing across two production runs. A packaging style guide enables Beanly's team to brief future variants independently. Launch support included photography art direction for ecommerce and social channels.

The packaging tells our story before customers even taste the coffee. Whole Foods approved our line on first submission, and we're now in stores we dreamed about for three years.

James Okonkwo Co-Founder, Beanly Coffee