Beverage Packaging / Vertical Markets

Coffee brand brews emotional new packages

Seattle’s Best Coffee works with Hornall Anderson for design refresh.

In mid-January Seattle’s Best Coffee announced the beginning distribution of their new products. Hornall Anderson ( partnered with the Seattle’s Best brand for this roll-out. As a long-time partner of Starbucks, the parent company of Seattle’s Best, Hornall Anderson was tasked with transforming the Seattle’s Best Coffee brand and helping them heighten their presence in the coffee aisle in grocery stores.

Hornall Anderson recognized the opportunity to make a stronger connection with Seattle’s Best Coffee consumers through design. By immersing themselves in consumer data, they were able to uncover the truths of the brand that were most relevant to their target audience and help the brand shift from a “what and how” mentality to focus more on the “why.” In a category where most coffee brands are asking consumers to shop only by taste profile, they had an opportunity to give consumers what they wanted and needed, which was to shop by mood and emotion. Consumers love the taste of Seattle’s Best smooth medium roasts, but the new packaging takes it a step further by also appealing to how the consumer wants to feel while drinking their coffee. Appealing to this side of the consumer, helps Seattle’s Best translate the spirited nature of their coffees and be much more approachable on shelf. With this refined focus, we were able to create a packaging architecture and shopping experience that was ownable for Seattle’s Best Coffee and that truly differentiates the brand.    

 “We are beyond thrilled to bring new ways for our customers to enjoy the smooth taste profile of Seattle’s Best Coffee through K-Cups, Roast & Ground, and Instant Lattes . Hornall Anderson’s latest partnership in design makes it even easier for our customers to find the perfect medium roast coffee in a cluttered coffee aisle,” says Jennifer Dimaris, vice president, brand management of Seattle’s Best Coffee.  

Did you enjoy this article? Click here to subscribe to Food and Beverage Packaging

You must login or register in order to post a comment.



Image Galleries

Rochester Mills Production Brewery tour- January 2015

Take a look inside the Rochester Mills Production Brewery in Auburn Hills, MI. The facility brews and cans five beer varieties from the Rochester Mills Beer Company. There the beer is made and packaged in 16-ounce cans, bound together in 4-packs and palletized for distribution. We went on a tour of the facility and got an in depth look at the total process.

Posted: January 30, 2015

Food and Beverage Packaging

Food and Beverage Packaging April 2015 Cover

2015 April

Check out the April 2015 issue of Food & Beverage Packaging, featuring our 2015 packages of the year, a look at beverage multipacks, and much more!

Table Of Contents Subscribe

Coffee Segments

Which coffee segment will be impacted the most by coffee bean price increases?
View Results Poll Archive

The Food and Beverage Packaging Store

M:\General Shared\__AEC Store Katie Z\AEC Store\Images\FBP\modified-atmosphere.gif
Modified Atmosphere and Active Packaging Technologies

Many factors are relevant in making the proper choice of food packaging material, including those related to shelf life and biodegradability.

More Products

The Packaging Guide

The Packaging Guide 2015 Cover

Food and Beverage Packaging's Packaging Guide Directory provides a list of suppliers of food and beveraeg packaging solutions. Visit the brand new online directory at


 Facebook iconTwitter iconYoutube icon LinkedIn icong+icon

Clear Seas Research

CS-OflRGBhomepage.jpgWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.