Coffee growth in a shrinking market

Grid developed a new design including new coffee variants together with Coops marketing department with the aim of increasing perceived quality of the product, reflecting the increase in quality of the coffee inside. Coop coffee re-launched early 2010.

Filter coffee is losing market-share in Norway due to changing habits and increased preference for other more “continental” coffees. However, Coop experienced both an increase in shop sales-volume and revenue in 2010. For Coop Blå (five variants) an increase in volume of 13.9% and a 45% increase in revenue was recorded. In addition, total sales increased through new variants such as Fair Trade and “ French-Press” coffee.

The “Coffee man” a South-American coffee-farmer has been given a dominant visual role on the new packaging. The two coffee qualities have been made clearer for the consumer with the introduction of the silver-stripe. The new design highlights the wide range of coffees with thoughtful use of colours and clear text and symbols indicating roast and coffee variant.