Back labels is a platform for the graphic designer to use their creative magic to ensure that all of the legal and mandatory guidelines are followed. For example information on ingredients, barcode, nutritional facts, and packaging codes to name a few (DesignerPeople, 2019).
GREEN
Researchers investigated three types of sustainable certificates for coffee and the willingness for consumers to purchase them, namely: organic coffee certifications, fair-trade and shade-grown (Loureiro and Lotade, 2005). It was found that eco-friendly labels increase the consumer’s purchasing decision (Bernard, Bertrandias and Elgaaied-Gambier, 2015).
Coffee packaging categorized as being environmentally friendly has up to seven types of certified labels (Grieg-Gran, 2005), this influences the concerned environmental consumer to evaluate the health, safety and ecological friendliness (Van Loo, Caputo, Nayga, Seo, Zhang and Verbeke, 2015).
PREMIUM
The current definition for the term premium is a higher than normal quality product and packaging, with high prices, only offered through distribution channels of high quality and advertised on a selective basis (Quelch, 1987, Anselmsson, Bondesson, & Johansson, 2014; Lyons & Wien, 2018; Sjostrom, Corsi, & Lockshin, 2016). The purchase decision is influenced by the price of the product and the quality (Ksenia, 2013). Customers perceive higher-priced coffee as of a higher quality than lower-priced coffee (Harith, Ting, & Zakaria, 2014; Holmes et al. 2012, p. 110). The consumption of coffee is driven by individual bias, financial aspects; product elements; the locality of usage; demographics and sustainable coffee (Samoggia and Riedel, 2018).
Consumer behaviour from a marketing view is often referred to as activities that follow a process (Bloch and Richins, 1983; Gardner, 1985; Vieira, 2013). In Figure 2, the influence of the package on the use of the product is depicted. The first thing that gains customer attention is the design of the product. Underwood, (2003) and Underwood & Klein, (2002) reported that when a customer is purchasing the product, he/ she can assess the smell, the look and the quality of the product by looking at a good looking packaging.
By looking at the visual aspects, the customer is judging information about the product and the content of the package (Harith, Ting, & Zakaria, 2014). The design of the package could make the customer want to buy the product and once the purchase is made the demand for the product and the strength of the product is established (Harith, Ting, & Zakaria, 2014). Information provided on the product will increase customers liking the product and make the sale more likely (Anderson, 1973; Cardozo, 1965). The conclusion from this is that branding increase product value.
INGREDIENTS
· 100% Arabica Beans
· 100% Organic
· Allergens: none need to be listed.
· Nutritional facts: none need to be listed.
If your blend is 100% organic, you can get special certification and include this status on your stickers and labels. If your coffee is fair trade certified, this is also another great one to include on your labels.
BARCODE/ BATCH NUMBER/ BEST BEFORE DATE
The barcode, batch number and best before date will be designed and placed at the bottom of the label and packaging. These numbers change constantly and need to be updated according to the store selling the product to align with their coding price system.
COFFEE ORIGIN
The client requested that a coffee origin indication should be added to the backside of the packaging design. The current coffee origin locations are Colombia, Honduras, South America, Guatemala, Kenya, Burundi, Ethiopia, Ugandan, MoCo Africa and Silvermist Mountain. The solution to this request was to design a unique map made out of these continents. The client now has the option to indicate the coffee origin with a small red sticker on the chosen continent.
CERTIFIED LABELS
Once the product and packaging fulfil the requirements to be fully sustainable and recyclable according to the Packaging SA guidelines, a certified green label can be added to the design. Sustainable, without compromise, MOCO Coffee roasters only source from sustainable and Fairtrade beans, putting the profits in the hands of the people that really benefit.
WASTE PROCESS
The waste process and recycling can be indicated with an icon and type of packaging material and further instructions can be added in the inside of the paper label for each different packaging option and materials. These instructions would best be communicated with infographical imagery or icons combined with short descriptions.
ROAST LEVEL
The roasting level is indicated in front of the packaging with the wording dark roast or medium roast. The roast level is also indicated with colour. The dark toast starts with a gradient from black to white, top to bottom, and the medium roast is indicated with a gradient from white to black, top to bottom.
ROAST DATE
The client further requested to add a personal roasting date label. This label was designed in the form of a sticker to seal the paper label once the paper label has been wrapped around the packaging. This creates an opportunity for the client to individually print the roasting dates according to the manufacturing of the product. This label and information add a personal touch to each product and packaging.
NET CONTENTS
This is the mass of product in the packaging. It could be in milliliters, grams or kilograms depending on the product. MOCO Coffee quantity is indicated at the bottom of the front side of the packaging. The two mass options are 200g and 1kg.
TASTING NOTES
On request of the client, tasting notes will be designed and added to the inside of the paper label. Further, this space can be used to inform the coffee user how the coffee can be consumed in more than one product use, for example, coffee utilized as an ingredient in a coffee cake recipe. Another concept could be MOCO Coffee’s story as consumers want to know more to feel connected to the brand and their coffee identity. This information can be updated with new topic ideas as the calendar terms change with seasonal themes, for example, Christmas, etc.
CONTACT DETAILS
The client explained in his briefing session that their contact details had to be added to the back design to create an opportunity for the coffee user and MOCO Coffee to connect with one another and form part of a coffee community. This element creates once again a personal touch to the design and the consumer feels important.
