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The brand new WeBe Espresso baggage. All photographs courtesy of WeBe Espresso.
Regardless of the specialty espresso trade’s incessant quest to codify the language of taste — thus creating some form of goal differentiation from flatlined commodity espresso — the notion of taste stays infinitely subjective.
It’s maybe even whimsical.
Take the brand new espresso baggage from Phoenix-based specialty espresso roaster WeBe Espresso. After working with designer Katie Scharrer (@KatieSutton), WeBe not too long ago launched baggage that includes customized shapes as a solution to visualize taste.
Whereas conventional written taste notes nonetheless exist on the brand new packaging — suppose phrases like grapefruit, lemongrass or cocoa — they’re complemented by effervescent new shapes that permit for extra subjective associations.
“On our packaging you will note taste notes steered — these are the refined and typically very ahead taste notes that you just’re going to get from that specific roast,” a consultant of the espresso firm not too long ago instructed DCN. “[But] when most individuals style espresso, the variations between a chocolate and baker’s chocolate taste observe aren’t going to be very apparent — it’s very subjective.”
At WeBe Espresso in Phoenix, Arizona.
Thus, the corporate sought to maintain the idea of taste “enjoyable and lighthearted,” permitting the drinker to freely affiliate with the corresponding shapes.
The flavour-shape idea additionally permits for some elbow room within the packaging.
“A giant aim we had was to create a versatile design that additionally allowed for variable labels in order that any bag may very well be used for any roast,” WeBe stated. “We solved this by making a base six baggage in varied colour combos with totally different taste shapes. With our new design, our packaging will work with each coffees we’re roasting now and sooner or later. This versatile design additionally helps stop waste because the coffees we roast are consistently rotating and altering.”
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