New Packaging for First Colony Coffees Extends Tradition

The First Colony brand is distinctive and it needed a style to match the long tradition of making some of the world’s finest coffees.

10/02/07 When you’re 105-years old you may want to dress up from time to time. When customers see coffee on the shelf they should be able to experience the brand essence that defines the product. Tradition, high-quality gourmet coffee and a lifetime of commitment to growers and the environment is defined by the new look of First Colony.

Designing packaging that reflects commitment doesn’t stop at what’s inside, it’s also about making it easy to handle and appealing to customers which translates to increased revenues. This is exactly what First Colony decided to do to kick off the New Year in style. “Presenting our coffee in a rich golden package speaks to our company tradition,” said Kathy Helmbacher, National Sales Director.

The same attention to detail that goes into the arduous roasting process for First Colony went into the research on how to dress up the brand.

“We were also able to present a package that reflected the coffee's richness when the customer holds it in their hands,” adds Helmbacher.

The product line will be consistent throughout the brand thanks to a complete revamp of the visual marketing process. “The First Colony brand is distinctive and it needed a style to match the long tradition of making some of the world’s finest coffees. We think we helped accomplish that goal,” said Joe Takach of the Meridian Group who spearheaded the re-branding effort.

The new packaging can be seen at the 32nd Annual NASFT Winter Fancy Food Show in San Francisco. Four varieties will be displayed so buyers can see the new product and the difference they will make on retailers’ shelves.