First Press – Iced Coffee
First Press - Iced Coffee
New Development, Different Category
First Press Merchants has been pioneering cold drip coffee since 2013. The brand has built a loyal following across Australia – known for its high-quality single-origin beans, no refined sugar, and plant-based milks. As the iced coffee market continues to grow, they saw an opportunity to bring a new, health-conscious product to coffee lovers nationwide.
Sector:
Food + Beverage
Scope:
Brand Identity
Brand Strategy
Logo Design
Packaging Design
Label Design
Setting the Scene
With its latest product line, First Press Iced Coffee, the brand expands into a new category. The products stay true to its ethos of creating better-for-you specialty coffee, giving iced coffee enthusiasts the richness of quality coffee, with subtle sweetness without the high sugar intake. While First Press Merchants are well-established in the cold drip coffee segment, the iced coffee market presented new challenges. To launch this new product line effectively, we needed packaging that would stand out on Coles and Woolworths’s shelves while retaining a strong connection to their existing range.
The ‘Aha!’ Moment
Breaking into a different category called for creating a bold first impression of First Press Merchants. The packaging needed to communicate the product’s unique qualities – crafted from cold drip coffee, low sugar content, and a strong yet smooth flavour profile. Taking into consideration the existing First Press Merchants’ on-pack identity, we brewed up a design that reflects the product’s similarity to an iced long black with milk.
Creative Design
Our team evolved First Press Merchant’s existing identity to ensure the packaging design for the new 1L and 350ml iced coffee cartons maintains a strong visual connection to the brand. The packaging itself also aligns with the brand’s sustainability goals, being made from 69% renewable materials.
Creative Conclusions
The design for the new line balances boldness and clarity – with a custom typeface on the front-of-pack highlighting the ‘cold drip coffee’ message prominently. Graphic elements in the lower third of the pack represent the smooth and rich flavour profile, while the “10 shots” call-out device, shaped like a drip, reinforces the premium cold drip essence.
Since its launch, First Press Iced Coffee has secured shelf space in major retailers across Australia, solidifying its status as a premium contender in the iced coffee category.