New Packaging Gives Appealing Look for Eight O'Clock Coffee

Eight O'Clock Coffee is the #1 retail whole bean coffee brand in the U.S., and is also one of the oldest, most proven coffee brands – since 1859.

This September, after a century and a half of coffee experience, several changes of ownership and growth that has brought it to supermarkets across the U.S., Eight O'Clock will give its same great tasting coffee a new look to bring it firmly into the 21st century. The new packaging will be making its way onto retail shelves as early as next week on an item by item basis.

"We may be 151 years old, but we don't have to look it," says Alisa Jacoby, Senior Brand Manager at Eight O'Clock Coffee. "The new packaging unifies our brand family in a contemporary, more appetite appealing fashion while maintaining key equities appreciated by our current consumers." Jacoby explains that the brand promise – sharing a high-quality coffee tradition – will remain the same, and there will be no change to the great-tasting product inside the bags.

• The brand's logo has been refreshed while keeping its classic feel, making it easy for consumers to identify on shelf.
• The bags will retain their familiar color coding for the brand's many varieties: red for Original, brown for 100% Colombian, violet for Dark Italian Roast, black for Bokar, and so on... but the color will no longer dominate the entire bag. Now, all bags in the Eight O'Clock Coffee family will have a subtly textured light background, with color coding contained in a box on the front of the bag around the variety name as well as on the sides of the bag.
• Photography and color callouts on packages will differentiate between ground and whole bean varieties.

The new look was developed with extensive consumer input, including last year's Eight O'Clock Coffee Packaging Makeover Sweepstakes, which was timed to coincide with the brand's 150th Anniversary. During that online promotion, fans of Eight O'Clock Coffee voted for their choice of two new bag designs.