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New look lends flavor to coffee packs

Refreshed bag graphics help Brazilian-based Café Bom Dia Intl. sell its Marques de Paiva-brand bags of coffee at Wal-Mart, Sam’s Club, and HEB stores.

Pw 8512 Cafe Bom 06

More appealing graphics and typography are helping Café Bom Dia Intl. boost its sales of U.S. coffee varieties and launch its Marques de Paiva brands in Japan.

Redesigned about two years ago with the assistance of Interbrand (www.interbrand.com), bag graphics are a big deal to the Brazilian company whose U.S. headquarters is in Coral Gables, FL.

“Your package is your billboard,” explains Joe Alcantara, president of Café Bom Dia. “It presents an opportunity to make an impression. They use this five-foot, five-second rule at Sam’s Club where one of its members stands five feet away and in five seconds must ‘get it’ when he or she sees the pack on the shelf. Since making the change, we have heard from several consumers that our
package drew their attention and caused them to pick it up. So I think the package graphics have been instrumental in getting our coffee tried.”

Distinctive photography of a steaming coffee cup now helps deliver the premium quality of the moderately priced brands.  Elegant typography and illustration via nine-color gravure printing provides purchasing appeal, while maintaining the original pack’s equities of a silver background and black coffee cup.

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