Brandon Consultants has helped Paulig Coffee introduce a reimagined coffee range designed for consumers who care deeply about the sustainability and origins of their coffee, without compromising on taste or sophistication. Paulig is one of Finland’s leading coffee brands, known for its good taste as well as its longstanding commitment to sustainability. The new range is crafted to amplify this differentiator in the market, with a brand for coffee lovers who seek refined, ethical, and flavourful experiences, while making responsible choices for the planet.
In Finland, where coffee consumption is a way of life and part of the national culture, this new range speaks directly to the Finnish passion for coffee. The Finns drink more coffee per capita than any other nation— up to 12kg a year. Coffee isn’t just a drink; it’s a moment, an experience, and even has its own lexicon, with terms like saunakahvi (sauna coffee) and vaalikahvit (election coffee). Paulig’s new range caters to these moments, offering diverse, high-quality coffee to suit individual needs and occasions.
Through this insight, Brandon understood that Pauligs audience are not just consumers, they’re also coffee connoisseurs on a journey to explore the world through coffee. They crave more sophisticated offerings, exotic flavours, and an opportunity to impress with their knowledge of origin, quality, and craft. For these discerning customers, coffee is more than a hot beverage—it’s a conscious experience.
Reducing the complexity in the Paulig Coffee Portfolio
In response to the evolving consumer need, Brandon helps Paulig Coffee unveil a bold new look for their sustainable coffee range Mundo, celebrating origins through design whilst also reflecting its ethical sourcing, and rich flavour profiles. This new hero range celebrates coffee origins while providing an elevated sensory experience, featuring a stronger positioning in a market where differentiation is key.
The creative and design elements of the new range fuse tradition with innovation, showcasing vibrant, region-inspired visuals. Each coffee variety celebrates its country of origin with colourways and animal illustrations that are symbolic to the region. These visuals are designed to evoke a ‘feel-good’ response, reflecting the brand’s ethos of delivering good coffee that also does good. The approachable and friendly animal illustrations are designed to driving connection with consumers, ensuring the product resonates emotionally while standing out on the shelf.
The design is led by a bold new on-pack architecture system built around Paulig Coffee’s distinctive ‘Pauligon’ brand asset. This system allows for vibrant, variant-led colourways that highlight key product benefits and tasting notes, making it easier for consumers to navigate their options in a crowded market.
The new range includes four variants, Original, Mexico, Columbia & Honduras and Rwanda & Nicaragua.
