Our coffee bags were illustrated by artist Mara Berger. On the bags, we tell the journey of coffee with a wink. A look back from the beginnings of our packaging to the current status quo.
In January 2017, we launched the Spring Roasters roastery as a project of Kaffeemacher GmbH. Spring Roasters was the roastery that we could also use to supply our own Café Frühling—hence the name.
A little later, "in the name of" was added, our second project, under which we carried out contract roasting for third parties. We continue to do these roasts, but as Kaffeemacher Roastery. In May 2019, we finally announced that we were merging the two projects. Since May 2019, we have been Kaffeemacher Roastery.
Review of our packaging
To reflect these internal developments, we wanted to communicate this externally with a new look. But before we discuss the new bags, let's briefly look back at how it all began.
The Launch (2017)
The initial motto was simple and clear. A blossom and a branch from a coffee tree, along with a simple logo. With this, we began to launch the Spring Roasters brand.
Since the beginning of 2017, we have been using the black, aluminum-coated Stroebel Eco-Line bags. We continue to package our private-label coffees in these bags today.
More info (2017)
By the end of 2017, the reduced label was no longer enough to tell more about the coffee. We wanted to provide more information about its origin and processing methods. We put this information on a separate sheet of paper.
More Color (2018)
We roasted more and more coffees and began to identify flavors with colors. At the same time, the label became more relaxed, as there was now a clear distinction between color and plant. At the same time, we modernized the font.
Everything New (2019)
And now, in 2019, everything is new. The coffee plant from the first pack served as inspiration for us to continue using a sketch-like drawing style. Only everything else around it was going to be new.
Our rebranding process
Every rebranding process offers opportunities. With the new bag and the new coffee look, we wanted to demonstrate our vision of specialty coffee. Over the past eight months, we have therefore intensively examined our identity and values.
Simple or wild? Very wild.
For us, specialty coffee is not just about taste, but also about the approach we take to treating coffee and the people associated with it.
Specialty coffee is diverse; no two coffee chains are exactly alike. Just as there are no coffee producers , there are no roasters . We wanted to express this diversity. We brought Mara Berger / moktokillustration ( https://www.instagram.com/moktokillustration/ ) on board because we greatly value her work.
Mara manages to tell big stories in a small space. And that was precisely the goal.
So with Mara, we wanted to show a general coffee story from A to Z, starting on the farm, and now the front of the new bag.
The front shows a coffee farm, a dense flora, a smiling coffee maker picking coffee somewhat clumsily, someone fertilizing coffee, the wildlife and characters that should appear again and again.
We're all fans of Where's Waldo?, so the idea of a hidden object picture wasn't far off. These days, a lot of things are simple and elegant. We wanted to show coffee as we see it—wild, vibrant, and a bit chaotic.
In the upper part we have immortalized our partners from Boca de Lobo in Nicaragua:
The wolf ( lobo ) is the logo of Claudia and Tim's project to host volunteers on a coffee farm for a while and learn about the community, coffee and local life.
Coffee from A to Z
We roast the green coffee we purchase in Münchenstein, then serve it in our Café Frühling in Kleinbasel and now also at the Basel SBB train station, or we sell it in our shop.
On the back of the package, Mara has illustrated these further stages of the coffee chain.
The roasting machine (Diedrich) is happy, as are the preparation methods, we taste coffee, the guests are satisfied, and the dog in the catering bike is also in a good mood.
We know that coffee isn't a perfect world. But coffee is emotional. And we wanted to do justice to this emotionality of the product.
The MokTok character
Many artists have their favorite character. A figure that appears again and again, albeit in a modified form. We firmly believe that Mara has incorporated her favorite character into one side of the pack. Here, he's trying his hand at latte art.
There has to be some fun
Sometimes we think coffee comes across as a bit too plain and super premium. So we wanted to create something with a sense of humor.
And if you want, you can color the bag, big or small.
The labels and coffee info
We've spent a long time discussing how we want to communicate coffee knowledge. On the one hand, we want to explain why we like this particular coffee. On the other hand, we run the risk of overwhelming someone with too much information and data.
So we opted for simple labels (as a contrast to the wild packaging) and coffee information cards. Salome, our graphic designer for Kaffeemacher, designed both. This gives us a consistent design and color scheme, giving the entire range a unified look.
For the coffee information, we decided on an information card with two options. The front is for a quick check, "What kind of coffee is this?" The back is for a more in-depth discussion of the product.
The Coffee Barometer
To make getting started in the world of coffee a little easier, we've decided to create a coffee barometer. Depending on the coffee, it oscillates between comfort and adventure.
When deciding what to name these two coffee styles, we based our decision on the concept of a roastery that sadly no longer exists: Handsome Coffee Roasters in Los Angeles, CA.
The distinction between comfort and adventure is intended to help you find what you're looking for more quickly and get a feel for the coffee.
Comfort : these are coffees that pick you up. Coffees that taste like coffee. Coffees whose taste is familiar, yet still stands out from the crowd. Coffees that make you want many more cups, coffees that don't require a lot of mental stimulation, but instead fulfill their intended purpose: to be enjoyable.
Adventures : these are coffees that are different. Coffees that require a bit of imagination. Coffees that surprise, perhaps uncomfortable, but always broaden your horizons. Coffees that don't hide their character. Coffees whose mission is to look beyond the sensory horizon and see the unknown.
To the future
The discussions were at times emotional, as they also touched on what we do every day. With the new bags and the new design, we want to express what we love: what we do every day, what makes us happy.
We'd like to express our sincere gratitude for the fantastic collaboration with Mara Berger / moktokillustrations. The bags turned out truly unique. Our Salome then completed them with simple labels and postcards.
We're ready for the next steps and look forward to releasing the wild bags into coffee freedom. Take care.
Our coffee bags were illustrated by artist Mara Berger. On the bags, we tell the journey of coffee with a wink. A look back from the beginnings of our packaging to the current status quo.
In January 2017, we launched the Spring Roasters roastery as a project of Kaffeemacher GmbH. Spring Roasters was the roastery that we could also use to supply our own Café Frühling—hence the name.
A little later, "in the name of" was added, our second project, under which we carried out contract roasting for third parties. We continue to do these roasts, but as Kaffeemacher Roastery. In May 2019, we finally announced that we were merging the two projects. Since May 2019, we have been Kaffeemacher Roastery.
Review of our packaging
To reflect these internal developments, we wanted to communicate this externally with a new look. But before we discuss the new bags, let's briefly look back at how it all began.
The Launch (2017)
The initial motto was simple and clear. A blossom and a branch from a coffee tree, along with a simple logo. With this, we began to launch the Spring Roasters brand.
Since the beginning of 2017, we have been using the black, aluminum-coated Stroebel Eco-Line bags. We continue to package our private-label coffees in these bags today.
More info (2017)
By the end of 2017, the reduced label was no longer enough to tell more about the coffee. We wanted to provide more information about its origin and processing methods. We put this information on a separate sheet of paper.
More Color (2018)
We roasted more and more coffees and began to identify flavors with colors. At the same time, the label became more relaxed, as there was now a clear distinction between color and plant. At the same time, we modernized the font.
Everything New (2019)
And now, in 2019, everything is new. The coffee plant from the first pack served as inspiration for us to continue using a sketch-like drawing style. Only everything else around it was going to be new.
Our rebranding process
Every rebranding process offers opportunities. With the new bag and the new coffee look, we wanted to demonstrate our vision of specialty coffee. Over the past eight months, we have therefore intensively examined our identity and values.
Simple or wild? Very wild.
For us, specialty coffee is not just about taste, but also about the approach we take to treating coffee and the people associated with it.
Specialty coffee is diverse; no two coffee chains are exactly alike. Just as there are no coffee producers , there are no roasters . We wanted to express this diversity. We brought Mara Berger / moktokillustration ( https://www.instagram.com/moktokillustration/ ) on board because we greatly value her work.
Mara manages to tell big stories in a small space. And that was precisely the goal.
So with Mara, we wanted to show a general coffee story from A to Z, starting on the farm, and now the front of the new bag.
The front shows a coffee farm, a dense flora, a smiling coffee maker picking coffee somewhat clumsily, someone fertilizing coffee, the wildlife and characters that should appear again and again.
We're all fans of Where's Waldo?, so the idea of a hidden object picture wasn't far off. These days, a lot of things are simple and elegant. We wanted to show coffee as we see it—wild, vibrant, and a bit chaotic.
In the upper part we have immortalized our partners from Boca de Lobo in Nicaragua:
The wolf ( lobo ) is the logo of Claudia and Tim's project to host volunteers on a coffee farm for a while and learn about the community, coffee and local life.
Coffee from A to Z
We roast the green coffee we purchase in Münchenstein, then serve it in our Café Frühling in Kleinbasel and now also at the Basel SBB train station, or we sell it in our shop.
On the back of the package, Mara has illustrated these further stages of the coffee chain.
The roasting machine (Diedrich) is happy, as are the preparation methods, we taste coffee, the guests are satisfied, and the dog in the catering bike is also in a good mood.
We know that coffee isn't a perfect world. But coffee is emotional. And we wanted to do justice to this emotionality of the product.
The MokTok character
Many artists have their favorite character. A figure that appears again and again, albeit in a modified form. We firmly believe that Mara has incorporated her favorite character into one side of the pack. Here, he's trying his hand at latte art.
There has to be some fun
Sometimes we think coffee comes across as a bit too plain and super premium. So we wanted to create something with a sense of humor.
And if you want, you can color the bag, big or small.
The labels and coffee info
We've spent a long time discussing how we want to communicate coffee knowledge. On the one hand, we want to explain why we like this particular coffee. On the other hand, we run the risk of overwhelming someone with too much information and data.
So we opted for simple labels (as a contrast to the wild packaging) and coffee information cards. Salome, our graphic designer for Kaffeemacher, designed both. This gives us a consistent design and color scheme, giving the entire range a unified look.
For the coffee information, we decided on an information card with two options. The front is for a quick check, "What kind of coffee is this?" The back is for a more in-depth discussion of the product.
The Coffee Barometer
To make getting started in the world of coffee a little easier, we've decided to create a coffee barometer. Depending on the coffee, it oscillates between comfort and adventure.
When deciding what to name these two coffee styles, we based our decision on the concept of a roastery that sadly no longer exists: Handsome Coffee Roasters in Los Angeles, CA.
The distinction between comfort and adventure is intended to help you find what you're looking for more quickly and get a feel for the coffee.
Comfort : these are coffees that pick you up. Coffees that taste like coffee. Coffees whose taste is familiar, yet still stands out from the crowd. Coffees that make you want many more cups, coffees that don't require a lot of mental stimulation, but instead fulfill their intended purpose: to be enjoyable.
Adventures : these are coffees that are different. Coffees that require a bit of imagination. Coffees that surprise, perhaps uncomfortable, but always broaden your horizons. Coffees that don't hide their character. Coffees whose mission is to look beyond the sensory horizon and see the unknown.
To the future
The discussions were at times emotional, as they also touched on what we do every day. With the new bags and the new design, we want to express what we love: what we do every day, what makes us happy.
We'd like to express our sincere gratitude for the fantastic collaboration with Mara Berger / moktokillustrations. The bags turned out truly unique. Our Salome then completed them with simple labels and postcards.
We're ready for the next steps and look forward to releasing the wild bags into coffee freedom. Take care.
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