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Yorkshire-based coffee brand Taylors of Harrogate has unveiled a refresh of its coffee packaging that highlights the company’s heritage.
Through extensive customer research, Taylors of Harrogate discovered that its top priority would be to ensure easy navigation and recognition on shelf by differentiating ground coffee and beans clearly and simplifying the messaging on pack.
The logo was also reworked to include a roof profile in a nod to the early days of the Taylors brand, where coffee was passed through the window of a Georgian town house to waiting lorries. “This expresses the brand’s heritage in a progressive and unique way whilst also creating a distinctive presence on shelf,” the company said in a statement.
The back of pack guides were tweaked to make them easier for customers to understand – for example, the measurements were changed to “spoons” rather than grams. Language, copy and icons were all simplified, alongside easy-to-follow, step-by-step guides
Despite the refresh, the illustrations featured on the brand’s most popular blends, such as Lazy Sunday and Hot Lava Java, were kept. “These illustrations are a nod to the brand’s creative flair and history, both of which we’ll always be proud of,” Kelly Wright, Taylors of Harrogate senior brand manager, said.
The new design is available now for independent retailers through all major wholesalers.
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