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��We wanted the illustrations to represent the different feelings of the coffees,�� Jake tells me.

��We wanted the illustrations to represent the different feelings of the coffees,�� Jake tells me.

Bruce 2024-11-11 2 0 # Packaging #
Instead, Mission��s illustrations are intended to capture a sense of the coffee and give consumers a subtle idea of what to expect.

Instead, Mission��s illustrations are intended to capture a sense of the coffee and give consumers a subtle idea of what to expect.

Bruce 2024-11-11 5 0 # Packaging #
But the problem is that everyone��s doing it.��

But the problem is that everyone��s doing it.��

Bruce 2024-11-11 9 0 # Packaging #
And the ones who do it very well already have a well established brand, so when other companies copy them they kind of just get lost.��

And the ones who do it very well already have a well established brand, so when other companies copy them they kind of just get lost.��

Bruce 2024-11-11 7 0 # Packaging #
But the problem is that everyone��s doing it.

But the problem is that everyone��s doing it.

Bruce 2024-11-11 9 0 # Packaging #
Recognising this, Jake says that, at Mission, they decided to go in the opposite direction.

Recognising this, Jake says that, at Mission, they decided to go in the opposite direction.

Bruce 2024-11-11 8 0 # Packaging #
However, like any new trend, once it catches on in a significant way, the novelty tends to wear off and its impact starts to wane.

However, like any new trend, once it catches on in a significant way, the novelty tends to wear off and its impact starts to wane.

Bruce 2024-11-11 9 0 # Packaging #
Pouches with single-colour logos or plain kraft paper bags with little more than a label crowd the shelves of caf��s and grocery stores around the world.

Pouches with single-colour logos or plain kraft paper bags with little more than a label crowd the shelves of caf��s and grocery stores around the w ...

Bruce 2024-11-11 13 0 # Packaging #
In the specialty market, minimalist coffee bag designs have become increasingly widespread.

In the specialty market, minimalist coffee bag designs have become increasingly widespread.

Bruce 2024-11-11 9 0 # Packaging #
Capturing a feeling

Capturing a feeling

Bruce 2024-11-11 5 0 # Packaging #

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