Any colour you like, as long as it’s brown

Brander (it means roaster) manages to differentiate both coffee type/origin and which machine to make it in, using one colour. Well, shades of one colour, but it’s still quite a feat. The brown bag conjures up the metaphor of a small ‘branderij’, circa 1898, making colourful shiny coffee packs look a bit fake.

Takeout: The ‘direct from the maker’ story, makes you feel it’s been roasted at the back of the shop this morning. Works well until someone else does the brown bag story too. Then we start looking for variations on a theme – ie good old fashioned brand differentiation.