New Look for Little’s

Founded by husband and wife team Henry and Leila Little, who aimed to combine their Finnish and Californian heritage using the finest Arabica coffee, the business is now run by their son Will Little.

Now under the management of the second generation, the brand’s redesign has been inspired by Scandi design and mid-century American packaging.

Will Little, managing director said, “We wanted to bring our unique history to the forefront of the brand. The crossed arms imagery draws on the idea of the husband and wife team, with one side focusing on the Finnish coffee culture and tradition, and the other the American influence in flavour.

“With 74% of all UK adults drinking instant coffee we wanted our packaging to create a strong shelf presence and give consumers an exciting choice within the sector.*

“We feel like we have a really unique brand story – one that most companies could only dream of so we felt it was time to make that work harder for us. Our previous packaging said nothing about us being a second generation family company, about our mix of Finnish and American heritage or the unique quality of our products.

“That’s why we enlisted the help of This Way Up, a London based food branding agency who really understood what we we’re about and brought our brand to life with a compelling and unique visual language. We’re delighted with the result and I think it’s really going to shake up the category and ruffle some feathers!”

*Mintel Coffee UK April 2012 Report