The recent Seattle’s Best re-branding uproar has encouraged me to begin a series of posts I’ve had brewing for a while now. I plan to look at the leading coffee roasters and discuss their brand, packaging, and why I think they are or are not successful.
Coffee is a huge commodity, and for many people, buying coffee is as overwhelming as picking out a bottle of wine. When a customer can’t distinguish the subtleties in taste, they are left to rely on their remaining senses to help make decisions.
The way a brand of coffee represents itself in a cafe or on the supermarket shelf will determine how its perceived before you even have a chance to taste it. In the coming weeks I’ll discuss a variety of ways different coffee companies have positioned themselves to stand out in such a saturated market.