
Alex Kitain - 17 / Oct / 2024
Our improved range and new look are here!
Freshdrip got a new look and a much improved range. The coffee is still as awesome as before.
Alex Kitain - 17 / Oct / 2024
Freshdrip got a new look and a much improved range. The coffee is still as awesome as before.
A year ago, we announced that we were retiring out green variant, the Organic Nicaragua coffee. This decision was made because we realized that this variant was superfluous. We already had a super popular coffee with a medium roast profile. Why did we need two? Well, we didn't.
This kicked off a whole process of renewal and consolidation that led us down the path of merging our green and red variants into a new mild organic coffee and keeping our other two coffees virtually unchanged except for the packaging and navigation or our range.
MORE PRECISE, LESS AMBIGUOUS
From now on, our three key variants are categorised by their strength levels and corresponding colours. We kept our yellow colour for the STRONG variant, merged our former green and red coffees into a new red MILD organic variant and kept our blue DECAF exactly the same.
We removed any mention of origin countries and other talk of flavour notes because we noticed that our customers often found this confusing and the majority doesn't really care where the coffee is from as long as it tastes good.
We also wanted to have more freedom in the sourcing of our coffees and by committing to a particular group of origins, we were boxing ourselves in. This is especially challenging during times of extreme volatility in the price of coffee.
By focusing only on the strength level, we're giving customers a clear choice. Your coffee, your way.
NEW LOOK, SAME CHARACTER
When it comes to our packaging design, we made some minor adjustments to the retail boxes and flipped the colour scheme of the wrappers. We wanted to make Freshdrip appear a bit more elegant in hotel room environments, which is 95% of our market.
This also creates a nice new contrast with the retail boxes. We also adjusted the language on the packaging somewhat to make the instructions easier to understand and really hone in on our promise: to provide a super innovative and handy coffee solution that delivers a consistently great tasting cup.
At the same time, we wanted to keep Freshdrip's playfulness and strong visual identity. That's why we kept the same colours we had before.
We hope you will enjoy our new Freshdrip range as much as you enjoyed our previous one.
It's still Awesome Coffee, Wherever, Whenever.