Round and round again

Posted by Steve on Jul 15th 2014 in: 7 ways coffee packaging tells a story, but which one wins?, Coffee, Tea & Hot drinks

Several Coffee Pods Packages on a Supermarket Shelf

You can trust the Italians to put some emotion into this functional category, surely? Ah, well no, or at least not here from Lavazza’s ‘A Modo Mio’. The name describes the way Italians each have their ideal, very personal coffee style, but the packaging seems to go to great lengths to look like everybody else’s.

Meanwhile due to patent expiry a whole new breed of Nespresso compatible products have sprung into existence, like the generically-named ‘Café Pod’. I’m sure speed to market was more important than thinking of a brand name, but I’m grateful for the relief from yet more circles. Café Direct has a great (Fairtrade) story to tell, but you’ll have to get past them telling you that pods are round first.