Specialty Coffee Retailer is a publication for owners, managers and employees of retail outlets that sell specialty coffee. Its scope includes best sales practices, supplies, business trends and anything else to assist the small coffee retailer.
Issue link: https://read.dmtmag.com/i/76684
B������ ���� ����� Wagner, creative director of branding consultancy Interbrand in Cincinnati, Ohio. "Th e experience of the brand should be reinforced with this touchpoint. Packaging has multiple opportunities to infl uence a consumer beyond the store visit. When the consumer takes the coff ee home, he will interact with it on a pretty regular basis. It has the ability to engage the customer beyond the visit. Th e experience should reinforce your brand. When Jennifer Suber Smith founded LeLu " Coff ee Lounge in Siesta Key, Fla., she knew the mood she wanted to convey, starting with the logo. "It's my idea of how I want people to feel when they walk into the shop," Smith says. "I don't know if you've ever been on a surfb oard before, but when you're on a board in the middle of the ocean and it's just you and the waves, nothing else matters. It's peace. It's serenity. It's natural. "It's kind of like the shop, when customers reach for a pound of beans. And judgment doesn't stop with the fi rst heaping tablespoon: Every time the bag comes out of the kitchen cabinet, someone is taking the measure of your brand. "Th e touchpoint of packaging has multiple opportunities to infl uence the consumer beyond the coff ee store visit," says Jamey O pinions on your coff ee are brewing even before the water boils. Th e fi rst impression comes in the store ������� �� ����-���� ��������� ������� ��� ������ �� � ���������� ��� H�� ��� ����� ���� �� ���� ����. BY BRENDA G. RUSSELL BARRIER CHOICES Once the label sets the scene for your brand, the package must ride that wave. But sales volume and budget will determine such factors as whether it has a plastic or more impenetrable foil vapor barrier. "Bags are less expensive than cans and use less energy and space for shipping and storage," says Robert Pocius, CEO of TekPak Solutions in Hamilton, Ontario. "To be Earth-friendly, choose a bag that meets your shelf-life needs. If your bags are bought and used up within a few weeks of roasting, a medium- barrier bag will do. If you expect the coff ee to last for several months, a high barrier will be better. because they are 100 percent biodegradable in water and compostable in all compost piles, unlike most compostable products that break down only in commercial compost sites. A "Biodegradable" label appears on each bag so your customers know it's a green product. "Medium-barrier bags usually keep coff ee fresh come in, it's a cool vibe, it's laid back. It's supposed to be peaceful and whenever you come in it's supposed to take you away. Th e logo was designed by Al McWhite; he's an old-school surfer and artist. Th e background of the label is white but the logo has all the colors of the sunset—yellow, orange, red, green, blue and aqua. So it has a sunset-over- the-ocean feel. " she continues. "You " he says. "For long-term shelf life, a high-barrier bag with a one-way valve allows gas to escape the sealed bag but not allow harmful oxygen to enter. " " ��� ��� � ������ ���� �� ���-�������� �����. P������ ��� �� � ���� Photo courtesy of TekPak Solutions SIDE BET Foil bags with gusseted, expanding side seams are a good option, says Amy Chen, executive vice president of Chino, Calif.-based Pack Plus. August 2012 • www.specialty-coffee.com | 25 crema in espresso can build up and spoil beans in a sealed container. "Off -gassing is provided by medium barrier bags by the fact they are not sealed, Th e carbon dioxide gas that creates a foamy " Th e TekPak bags are also an eco-friendly choice " for two months," Pocius says. "High-barrier bags provide freshness for 10 to 12 months.