A variety of components on your coffee bag could be the key to attracting a consumer’s attention.
It could be the form, design, or color scheme. Most of the time, it is the name of your coffee.
The name of a coffee can have a considerable impact on a consumer’s decision to purchase it. After all, coffee is a food item, and most customers will select the product that best suits their taste buds.
For many roasters, deciding whether to experiment with coffee varietals that thrill them or merely roast for local demand can be challenging. لكن, if they name their coffees in a way that piques customers’ interest, they may be able to do both.
I spoke with Gefen Skolnick, the founder and CEO of Couplet Coffee, to learn more about what to consider while naming your coffee.
Why do roasters give their coffees names?
Many roasters opt to give their coffees unusual names in order to distinguish themselves in the specialty business.
It is critical to remember that the name of your coffee can influence a consumer’s view of your brand. بالإضافة إلى, the name should reflect what is within the bag.
Coffee is a really unusual beverage in terms of the diversity offered. Many consumers, like wine drinkers, are looking for a unique experience.
For example, they may be seeking for a soothing cup with chocolate undertones, or a lively fruity brew that piques their interest.
“Roasters name their coffees for a variety of reasons,” adds Gefen, who has worked at firms such as Tesla and Hulu. “Sometimes, they want to creatively illuminate the story of the tasting notes.” Other times, they merely wish to inform clients about the emotions that the beans may elicit.”
She explains that at Couplet Coffee, they keep things simple by informing clients about taste notes using a two-line poem called a couplet.
“The ‘couplet’ tells customers more about what they will experience while drinking our coffee,” adds Gefen.
Couple Coffee’s product names include Single Origin Peaceful Peru, Coffee For Everyone Espresso Blend, and The Blissful Blend.
Since the company’s objective is to “make specialty coffee more fun and approachable” و “skip the pretentious tasting notes to get right to the good part,” each name highlights an essential component of the brand’s character.
What themes recur most frequently in speciality coffee names?
يختار العديد من المحمصين الحفاظ على الموضوعات التي تحظى بشعبية بالفعل في الصناعة عند تسمية القهوة.
الموسمية والمناسبات مثل عيد الميلاد وعيد الفصح هي واحدة من هذا القبيل. القهوة التي تحمل اسم الفصول هي بدعة طويلة الأمد التي بدأتها قهوة القهوة متعددة الجنسيات ستاربكس.
بسبب نجاحها, لقد اعتمد الكثير من مصنعي القهوة الآخرين الآن استراتيجية مماثلة.
ستاربكس’ recognisable Christmas Blend stands out in its distinctive red bag and is a staple during the holiday season.
تسمية القهوة مزيج بعد الحلويات الشائعة أو المسرات الحلوة هي عزر متكرر.
To make the coffee more approachable and recognisable, these frequently incorporate flavour characteristics that buyers might discover in the beverage.
على سبيل المثال, قهوة مربعة مايل لها مزيج حلويات مميز, في حين أن قهوة القبيلة في جنوب إفريقيا لديها مزيج من كتلة الشوكولاتة المعروفة.
The practise of naming products after the farmer is a recurrent motif among third-wave coffee companies. This is consistent with the larger goal of the speciality coffee market, which is to advance transparency and a fair trade, sustainable industry.
This also draws attention to the pay and living standards in diverse origin countries by putting producers in the spotlight.
In South Africa, Origin Coffee Roasting frequently names its coffee after growers and tells its consumers the tale behind it.
Whatever method coffee businesses use to name their products, the objective is always the same: to engage the buyer by telling a tale and evoking particular feelings.
في جوهر, the emotion you want to evoke in your audience will work better if it is consistent with your brand identity and the actual product.
أشياء يجب التفكير فيها عند تسمية القهوة
يمكن أن يؤثر الاسم الذي تعطيه قهوتك على المبيعات والتعرف على العلامة التجارية.
قبل نشر اسم قهوتك, هناك بعض الأشياء التي يجب التفكير فيها, regardless of whether you choose to call it after a dish, موسم, أو عطلة.
كن متسقًا
The marketing materials you use and all of your items should maintain the same brand identity. سواء كان يركز على موضوع ما, مثل الحلوى أو الحلويات, أو علامتك التجارية نفسها, it is an important aspect of communicating your company’s ethos, رؤية, and objective.
يتم تسهيل الألفة الاستهلاكية من خلال العلامات التجارية المتسقة وتغليف القهوة, الذي يثير احتمال تكرار الأعمال.
أخبر الحكاية التي لها معنى لك.
يجب أن يعكس اسم القهوة التزام شركتك بالشفافية والقهوة التي يتم الحصول عليها بشكل مستدام.
قد يستفسر العميل عن تاريخ قهوته المفضلة إذا كان الاسم يثير اهتمامه بفعالية.
البديل هو طباعة أكياس القهوة خصيصًا من أجلك, كل مع سرد عن المنتج. هذا يمكن أن يزيد من وعي العملاء بالطريق الذي تأخذه القهوة من بذور إلى كوب وجعل أكياس القهوة أكثر جاذبية.
عندما يتعلق الأمر بتعبئة القهوة, Cyan Pak offers a variety of 100% recyclable choices that can be personalized to match the distinctive name of your coffees.
Roasters can select from a variety of recyclable materials that reduce waste and support a circular economy, including kraft paper, ورقة الأرز, and multilayer LDPE packaging with an eco-friendly PLA inner.
بالإضافة إلى, we provide our roasters total creative freedom by letting them create their own coffee bags.
You can get assistance from our design staff in coming up with the appropriate coffee packaging.
فضلاً عن ذلك, Cyan Pak provides low minimum order quantities (مو) to micro-roasters that want to maintain agility while demonstrating their brand identity and environmental commitment.
Contact us for more details about environmentally friendly, custom-printed coffee packaging.
