How to appeal to your target audience through your coffee packaging design

Coffee is big business. There are many small artisan producers as well as larger coffee brands competing in the marketplace, and it is important to stand out from the crowd. If a brand can get its packaging right it can make a big difference to sales, improve brand recognition and ensure that customers return to the same product every time.

But if you are going to make a difference to your sales via your packaging, you need to ensure that you are creating the kind of designs that will appeal to your target audience. The wrong kind of packaging sends the incorrect message to the consumer and won’t help your cause.

Here we take a look at the things you need to think about in order to design coffee packaging that appeals to your target audience.

Understand your target audience

The first point to make here is that if you are going to design your packaging around your target audience, you really need to understand who that audience is. Many smaller coffee brands, when asked about their target audience, believe that the answer is as simple as ‘anyone who drinks coffee’, when in fact, they need to delve much deeper.

Yes, millions of people drink coffee. But each drinker has different priorities. For some it is taste – the coffee connoisseurs who place importance on single origin beans and subtle flavours. For others it is cost – a coffee is just a coffee, and they’ll choose the cheapest. Some are swung by impressive branding, others by environmental or responsible credentials.

Ultimately, you need to establish who you are appealing to with your coffee. Only at that point can you start to design your packaging to appeal to a specific demographic.


If your target audience is impressed by a positive stance towards the environment and long-term sustainability, you need to think about your packaging holistically. The key here isn’t to simply use various shades of green as your brand colours (although that kind of visual stimulus can be effective too). You need to be authentic and opt for packaging that is made from sustainable materials.

At The Bag Broker, we offer our True Bio coffee packaging bags. These are biodegradable coffee bags, and they show exactly the kind of commitment to the environment that buyers of sustainable coffee brands love to see.

Quality and longevity

For those targeting an audience who are looking for the best possible quality from their coffee, once again it is important to look beyond the design on the packaging and consider the materials that are being used instead.

Coffee drinkers who value flavour and quality need to know that they are buying their coffee from a brand that understands how to keep the product at its best for as long as possible. They will only be interested in buying from brands with packaging that utilises zip locks and one-way degassing valves.

It is a better idea here to put your money into the kind of materials that have the appropriate zips and valves, rather than trying to look more visually appealing.

Stylish and eye-catching

There is a significant portion of coffee buyers whose emphasis actually comes down far more on the side of branding than the coffee itself. For this audience, how of the product looks on the shelf and in their kitchen is the key concern. In this case, you need to design packaging with a focus on stylish design and eye-catching colours.

At The Bag Broker, we work with many coffee brands that like to ensure their packaging is as visually impactful as possible. We offer striking custom packaging design that can be ideal for coffee packaging that stands out amongst competitors.

If you’re interested in working with The Bag Broker, please don’t hesitate to get in contact with our experienced team today. We have extensive experience creating packaging for coffee brands, as well as many other food and drink manufacturers. We would be happy to help you with any kind of packaging issue.

This site uses cookies to offer you a better browsing experience. By browsing this website, you agree to our use of cookies.