De Koffiejongens
Bringing an e-commerce coffee brand to the shelf without losing the people who built it
Challenge
De Koffiejongens grew up online. Over 30,000 subscribers received their coffee at home, and the packaging was designed for exactly that: a box on a doormat, opened by someone who already knew the brand.
Last year they moved into retail. The packaging didn't. On a shelf, next to competitors fighting for the same three seconds of attention, a design made for e-commerce stops working.
Our challenge was to develop a packaging system that performs in retail and builds recognition, while feeling like an evolution rather than a break. Because the people who made this brand big are loyal, and we couldn't afford to lose them.
Who they are
De Koffiejongens is a fast-growing Dutch scale-up selling organic coffee in biodegradable capsules and whole beans. The coffee is grown on their own farms in Africa, Asia and South America, between avocado and banana plants, run by local farmers they know personally and buy from directly. It's labelled 80+ specialty coffee for its taste and quality.
That makes them a brand doing good across the entire chain: organic beans, honest pay, sustainable packaging, real quality, and convenience
Packaging Design
The packaging design will be Pal & Leo’s main shop window, as the brand takes the approach of building its name by presenting itself in local specialty cafés and grocery shops. While most granola brands purely focus on communicating the taste, Pal & Leo prominently presents its ingredient list on the front of the packaging. The product itself is clearly described beneath the ingredient list, followed by the flavour, and finally the product’s benefits presented at the bottom. The vertical position of the logo, stretched along the height of the packaging, makes it unmissable when standing on the shelf. The transparent window wraps up the overall look and feel of transparency, displaying the product prominently. The slight matte finish of the packaging perfectly captures both the organic and luxurious feel of the brand.
Brand Experience
A dynamic design system across multiple online and offline media provides depth to the overall brand’s image. It’s clear that Pal & Leo is NUT your typical granola brand. It’s not just a food product. It’s a feeling, a fashion statement, a moment for yourself. In times of always running against the clock, it's a real luxury.
Other case studies
De Koffiejongens - Coming soon
Rebranding the rising star of fair and organic coffee in the Netherlands, from brandbook to retail packaging in a major retailer.
Soupenzo - Coming soon
A brand refresh for a food icon of Amsterdam, building on 25 years of legacy with a new visual identity and website.
Start a project
For project inquiries reach out to timo@nevertought.studio
or call +31 6 27 50 87 68