The Challenge

Redesign existing packaging for a more environmentally friendly alternative.

The Solution

The current tin packaging is replaced with 100% compostable paper coffee bags with a high barrier polypropylene liner. Based on this material, the prototype was created and coupled with a new label that visually matches the environmental goals of the company. Not to compromise reconcilability of the brand, familiar elements and colors were included in the labels for a more contemporary and premium feel. The 100% biodegradable coffee bag is accompanied by a tag that informs customers that they are using an earth-friendly bag and includes tips on proper composting methods. This new design will allow Maxwell House to break into the premium coffee market, and stand out on the shelves.

Maxwell House coffee 3 packaging Maxwell House coffee labels back and front Maxwell House coffee 1 packaging Maxwell House coffee dieline and illustration Maxwell House coffee dieline sketch