willorrock Senior Member Joined: 25 Nov 2009 Posts: 8 Expertise: I love coffee
Posted Sun Dec 6, 2009, 6:38am Subject: COFFE PACKAGING PROJECT help needed
I am designing a new style of instant coffee packaging that intrigues and engages the user on a satisfying level thus improving their coffee experience. Please post what you feel are the main issues with instant coffee (preferably three or more points) as well as what you feel are the cause of this issue.
For example, the taste is poor due to low quality beans and harsh processing
I am fully aware that instant coffee will never be more enjoyable than a fresh cup but please remember this project is specifically for instant coffee and trying to improve the current experience.
Posted Sun Dec 6, 2009, 6:58am Subject: Re: COFFE PACKAGING PROJECT help needed
I'm pretty stuck on the idea of great coffee meaning quality Arabica beans of the highest grade roasted no more than a week ago by a master roaster, ground immediately before brewing with a proper burr grinder at the correct grind setting, and brewed properly with water at the correct temperature. Personally my opinion on instant coffee is probably pretty similar to how a gourmet chef feels about Kraft Dinner.
Welcome to CG and I hope you stick around. There's a wealth of information to be found here.
Posted Sun Dec 6, 2009, 7:14am Subject: Re: COFFE PACKAGING PROJECT help needed
espressobecky Said:
I'm pretty stuck on the idea of great coffee meaning quality Arabica beans of the highest grade roasted no more than a week ago by a master roaster, ground immediately before brewing with a proper burr grinder at the correct grind setting, and brewed properly with water at the correct temperature.
Zin1953 Senior Member Joined: 9 Dec 2005 Posts: 3,127 Location: Berkeley, CA Expertise: I live coffee
Espresso: Elektra T1 - La Valentina -... Grinder: Mahlkönig K30 Vario -... Vac Pot: no, Press Pot Drip: Chemex Roaster: No, no, not another...
Posted Sun Dec 6, 2009, 12:42pm Subject: Re: COFFE PACKAGING PROJECT help needed
Longhand.
This is the Espresso: General Discussion forum. I don't know of any espresso fan who drinks instant. Period. So, as far as helping you with your project, perhaps you should post your question in the Coffee: General Discussion forum.
That said, the taste is poor, period. That said, since I am neither a producer nor a user of instant coffee, I have no way of knowing if this is due to low quality beans (although I presume this to be the case), and/or due to harsh processing (ditto). But let me ask YOU a question: what does that have to do with PACKAGING?
willorrock Said:
I am designing a new style of instant coffee packaging that intrigues and engages the user on a satisfying level thus improving their coffee experience.
The packaging is irrelevant when it comes to "improving (the consumers') coffee experience." The packaging is crucial when it comes to POS decisions, in acquiring the attention -- and the dollars -- of the consumer. But as far as improving the experience? Is that like making a cereal box interesting to read while you're sitting at the breakfast table???
Posted Sun Dec 6, 2009, 1:23pm Subject: Re: COFFE PACKAGING PROJECT help needed
Zin1953 Said:
Longhand.
This is the Espresso: General Discussion forum. I don't know of any espresso fan who drinks instant. Period. So, as far as helping you with your project, perhaps you should post your question in the Coffee: General Discussion forum.
JKalpin Senior Member Joined: 28 Dec 2008 Posts: 395 Location: Thornhill, Ontario Canada Expertise: I love coffee
Espresso: Aerobie Aeropress Grinder: Baratza Maestro Plus Vac Pot: Yama 5-Cup Drip: Krups Moka Brew Roaster: Freshroast Plus 8
Posted Sun Dec 6, 2009, 4:00pm Subject: Re: COFFE PACKAGING PROJECT help needed
I have a theory that, if someone invented a tasty new beverage that was: -not coffee -not tea -not hot-chocolate -not soup
...that he would become very rich.
OTOH, the idea that you could take a tasteless immitation of (say) coffee and make people like it because of an innovative packaging scheme ...has an element of humour.
willorrock Senior Member Joined: 25 Nov 2009 Posts: 8 Expertise: I love coffee
Posted Sun Dec 6, 2009, 5:35pm Subject: Re: COFFE PACKAGING PROJECT help needed
Dear coffee drinkers,
Thank you for your replies, they were very interesting.
I think you have slightly missed the point of packaging and the influence it can have on the consumer experience, but that is probably why I am designer and you are the consumer.
I was reassured to find some other connoisseurs online who were able to think outside of the box and not just of themselves and give their expert input into the project.
I too agree that fresh coffee is far superior in taste and quality but the economics of instant coffee is undeniable and there is a substantial market. Perhaps because of its inferior taste the reason to produce a pack that engages the user on a number of levels is vital?
Zin1953 Senior Member Joined: 9 Dec 2005 Posts: 3,127 Location: Berkeley, CA Expertise: I live coffee
Espresso: Elektra T1 - La Valentina -... Grinder: Mahlkönig K30 Vario -... Vac Pot: no, Press Pot Drip: Chemex Roaster: No, no, not another...
Posted Sun Dec 6, 2009, 5:44pm Subject: Re: COFFE PACKAGING PROJECT help needed
willorrock Said:
I think you have slightly missed the point of packaging and the influence it can have on the consumer experience, but that is probably why I am designer and you are the consumer.
I don't know if this was specifically directed at me, but if I have, please tell me. I can only bring my years of experience as a consumer -- as well as that of being the "Director of Sales and Marketing" for several small-to-medium companies -- to bear.
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