New Brand and Packaging for Hummingbird Coffee Roasters
Fuman - Hummingbird Coffee Roasters
“I love that coffee! I didn’t know it was Hummingbird.”
This was a common sentiment when we began our rebrand for Hummingbird Coffee Roasters.
Hummingbird was already a strong seller in their category, with little advertising or marketing but we found that buyers had very little understanding of Hummingbird as a company. People loved the coffee, with many converted by the organic endorsement on pack, but that was where the story ended.
Hummingbird Coffee is a unique Kiwi coffee roaster with a big heart, amazing values and a great story to tell, but the packaging wasn’t doing that. It looked cheap and dated. We knew that it would be central to a successful rebrand.
For us it was an exciting opportunity to bring the company’s branding and packaging up to par with the high quality and ethical standards of their coffee. The chance to help tell the story of an almost 30-year journey was one we couldn’t refuse.
The hummingbird motif was to become a keystone of the brand, this was our diamond in the rough. We needed to realign the quality of the outside of the bag, with what is inside the bag. All the while bringing customers along for the ride. In redeveloping the hummingbird, a strong simple visual mascot that signals great coffee.
The range is defined by utilising a transparent sticker overlay that permits the use of a standardised bag, saving on printing costs and wasteful print runs. The overlay contains all necessary fields needed to relay the product description and flavour.
The new packaging takes what was a confused expression and creates a strong cohesive message, all elements intact without sacrificing the brands core values. We have created a united packaging range that invites the customer to familiarise themselves with the product.
The new packaging elevates the visual appeal of the brand, complementing the rich flavours and growing the already impressive sales figures.
Since the launch of the new branding & re-designed packaging at the beginning of 2019 Hummingbird has seen a close to 10% increase in sales volumes. This has happened without discounting and little in the way of above the line or promotional spend. Hummingbird have cemented their position as the leader in fresh coffee throughout NZ, with a market share of 20% in the category, clearly demonstrating the success of the project in the eyes and in the hands of the consumer.
Design Agency Name: Fuman
Organisation/Project Type: Agency, Published Commercial Design
Article Title: New Brand and Packaging for Hummingbird Coffee Roasters
Brand / Project Name: Hummingbird Coffee Roasters
External Design Credits: Gio Trevilla, Valerie Dambaeva , Mike Chapman
Project Type: Consumer Brand Redesign
Strategic Deliverables: Consumer Brand Strategy
Design Deliverables: Consumer Branding, Consumer Brand Creation, Consumer Rebranding, Consumer Brand Identity, Consumer Graphic Packaging Design
Location: New Zealand
Market Country: New Zealand
Market Region: Oceania
Project Category: Beverages
Consumer Packaging Format: Bag
Consumer Substrate / Material: Pulp Paper