Key takeaways:
- Distinctive espresso packaging communicates id immediately whereas reflecting genuine model values.
- Experimental codecs like cans and bottles assist roasters stand out in an more and more saturated market.
- Roasters have to steadiness visible innovation with consistency, high quality, and sustainability.
- MTPak Espresso has launched the World’s Best Espresso Packaging Competitors to recognise the easiest in design, options, and innovation.
A go to to a café or a look at a roaster’s Instagram feed clearly illustrates how far espresso packaging design has developed in recent times.
Cabinets and social media are actually crammed with brightly colored baggage, illustrated tins, minimalist monochrome designs, and experimental codecs that blur the boundary between packaging and artwork. Some roasters use VHS-inspired bins or craft beer-style cans, difficult conference in packaging design.
But in a extremely aggressive specialty espresso market, aesthetics alone don’t outline distinctive packaging. Roasters additionally have to design espresso packaging that clearly and successfully communicates their id inside seconds. Moreover, it must align with model values, prioritising authenticity over pure visible enchantment.
You might also like our article on how roasters can use packaging to promote espresso for extra.
Why espresso packaging has developed
As we speak’s hyper-competitive specialty espresso market calls for distinctive packaging as commonplace. As soon as little greater than a purposeful container, it’s now a major means for roasters to seize the eye of more and more discerning customers.
Millennials and Gen Z, a dominant drive in specialty espresso consumption, are extremely attuned to visible presentation and social media.
“Youthful customers are driving an enormous shift in how roasters current their espresso,” says Mark Zhou, founding father of MTPak Espresso. “The rise of unboxing tradition means packaging needs to be thrilling, shareable, and visually placing; it’s a part of how individuals expertise and discuss espresso on-line.”
With many shoppers encountering new roasters on-line or on café cabinets for the primary time, packaging usually serves because the preliminary level of contact.
“It’s the primary bodily interplay somebody has with a product,” says Tony Collins, artistic director at Folks Possession. “Earlier than style and aroma, you see and contact the packaging. And that units expectations.”
This emphasis on sensory expertise has elevated packaging from a sensible necessity to a type of model storytelling. Design decisions are more and more meant to construct anticipation and sign high quality earlier than a bag is opened.
Concurrently, this demonstrates that the shift isn’t purely business. “Packaging more and more displays the tradition of specialty espresso,” Mark explains. “It’s fashionable, assured, and design-led. For many individuals, espresso is a life-style product, and its packaging displays that.”
How roasters design distinctive packaging
The vary of approaches roasters take as we speak in designing distinctive, distinctive packaging displays a maturing trade that’s extra keen to experiment. The place as soon as easy kraft paper baggage have been the usual, roasters are actually innovating with a spread of supplies, codecs, and kinds.
Folks Possession, for instance, has moved past conventional baggage altogether. “Our primary format is cans, however we additionally launch coffees in cigarette-style packs, with extra codecs coming in 2026,” Tony explains. “These design decisions are deliberate. They reference stone-cold traditional objects from widespread tradition that carry emotion and reminiscence.”
Different roasters draw inspiration from nostalgia, borrowing visible cues from VHS tapes or classic beer cans, whereas some undertake minimalist designs related to modern trend and artwork.
Potterbeans, in the meantime, focuses on adaptability and sustainability, alongside distinctive can codecs. “We make our labels in-house, printing and die-cutting as required, to stop waste and allow fixed change and evolution,” says Steve Brown, the proprietor and head roaster. “We lean in direction of non-digital design, utilizing maximal color, a number of imagery, and dealing with native artists chosen for his or her fashion fairly than their on-line following.”
Recognising espresso packaging excellence
As packaging design has turn out to be more and more central to specialty espresso, roasters face stress to push artistic boundaries. New developments emerge consistently, and the temptation to chase viral moments or aesthetic fads may be interesting.
“Innovation issues, however the most effective packaging isn’t about following developments. It’s about clearly and authentically reflecting who the roaster is and what they stand for,” Mark emphasises. “There is no such thing as a single definition for ‘excellent’ espresso packaging. The simplest designs are those that align with a roaster’s values, viewers, and story, no matter fashion.”
To have a good time the variety of approaches and recognise excellence in packaging design, MTPak Espresso has launched the World’s Best Espresso Packaging (WGCP) competitors.
“We needed to create a platform that celebrates the most effective of the most effective packaging, not simply when it comes to design, but additionally how simple it’s to make use of and the way sustainable,” Mark explains. “At MTPak Espresso, we work intently with roasters every single day, and now we have seen how highly effective packaging may be. This competitors is our approach of supporting the trade and inspiring creativity rooted in authenticity and sustainability.”
The WGCP was launched as a part of MTPak Espresso’s Diamond Sponsorship of Producer & Roaster Discussion board (PRF) 2026. The competitors seeks roasters whose espresso baggage are visually interesting, ergonomically designed, and sustainable.
The general winner and 4 finalists will obtain a outstanding spot on the WGCP mural at PRF El Salvador, which can happen on 26 & 27 March.
Main as much as PRF and afterwards, the winner and finalists can even be featured in ongoing advertising and marketing campaigns throughout social media and the MTPak Training Centre.
How will you apply?
The WGCP is open to roasters worldwide, with one entry per roastery. You may enter by:
- Deciding on your finest packaging that balances visible enchantment, ease of use, and environmental accountability.
- Submit no less than three high-quality images that clearly present the entrance, again, and sides of the packaging. They need to additionally present particulars equivalent to the brand, title, espresso info (tasting notes and roast profile), and add-ons (resealable zippers, one-way degassing valves, or QR codes).
- Full the entry kind in full, which may be discovered right here, with as a lot element as potential. Purposes should be submitted by 20 February 2026.
Earlier than making use of, think about a number of the following standards:
- Design
- Is your espresso packaging visually interesting? As an example, does it use daring colors or hand-drawn illustrations?
- Distinction
- Is your espresso packaging really distinctive and unique?
- Does it stand out on retail cabinets because of its distinctive form, equivalent to through the use of tubes or bag sleeves?
- Does it use QR codes, translucent home windows to indicate the espresso, or tasting playing cards?
- Client expertise
- How simple is it for customers to open and reseal your packaging? Do you add resealable zippers, for example?
- Are you providing a spread of drip espresso baggage along with roasted espresso?
- Environmental accountability
- How eco-friendly is your espresso packaging?
- Do you employ recyclable or compostable supplies on your baggage?
- Do you print directions on how you can correctly eliminate the luggage?
5 finalists will probably be introduced by 1 March 2026. MTPak Espresso’s skilled judging panel will then select an general winner, who will probably be introduced at PRF El Salvador on 26 & 27 March 2026.
Packaging design in specialty espresso is now not an afterthought. It’s a elementary aspect of how roasters talk their id, join with customers, and finally, honour distinctive espresso.
Whether or not minimalist or maximalist, nostalgic or futuristic, nice packaging tells a espresso’s story and demonstrates a roaster’s model id in seconds.
Excited about making use of for MTPak Espresso’s World’s Best Espresso Packaging Contest? Then be taught extra right here and fill out the applying kind right here.
Picture credit: MTPak Espresso, Potterbeans, Folks Possession
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