Union Hand-Roasted Coffee has relaunched its range of artisan craft coffees following a total rebrand.
The redesigned packaging has moved away from the purple foil packs to a premium, handcrafted look in brown paper bags with copper accents, designed to reflect the quality of the coffee inside. The new packs communicate more information on the coffee including the roast profile, quality score and tasting notes and aim to have a striking shelf presence to engage with shoppers.
“People are embracing café culture on the high street but we want to make great coffee at home the norm,” said Jeremy Torz, Union co-founder. “A recent study we commissioned found that 80% of coffee drinkers drink instant coffee at home and part of the reason for this is the confusion and fear over how to brew and what coffee to buy. Much like wine, the world of speciality coffee can seem a little daunting to the uninitiated, so to help consumers discover their favourite coffee blends or origins, we are including a simple guide in every pack highlighting the distinctive taste profile of each coffee, information on its origins and advice on how best to brew it.”
The range comprises a variety of single-origin coffees including Yirgacheffe from Ethiopia, Maraba from Rwanda and Bobolink from Brazil, as well as signature blends such as Natural Spirit, Bright Note and Revelation.
The coffees are sourced via Union’s flagship sourcing principle Union Direct Trade, which creates direct, long-term partnerships with farmers to improve the quality of both coffee and livelihoods, creating ethical, sustainable coffee with a superior taste.