When designing its new coffee range, the Dutch coffee brand Zuivere Koffie wanted packaging that was both sustainable and distinctive. To achieve these two goals, the company decided to work with Metsä Board, a leading European producer of premium fresh fibre board and a member of the Metsä Group.
The converting company, Remmert Dekker Packaging, made it its task to give this project that certain something: The five different print designs - one for each type of coffee - are intended to express the social commitment surrounding the product and the extraordinary history of the brand. Zuivere Koffie is the only company in the world that produces organic coffee roasted in prison. In this way, the company offers motivated incarcerated and former prisoners the opportunity to learn a new trade and thus a second chance. Through employment in its coffee roasting plant and coffee bars, Zuivere Koffie gives its employees a fair chance to find their way back into society.
"We wanted to develop an unusual coffee packaging that would stand out in the highly competitive coffee market. The packaging should be eye-catching and convey something about the special history of our coffee," explains Linda Tammerijn, Managing Director of Koffiebranderij Zuivere Koffie. To achieve this, the challenge was to find the right look and feel for the packaging. In its branding, the company relies on a tattoo style that is rich in symbols. In order to give the packaging good tactile properties, MetsäBoard Classic FBB 290 g/m2 was chosen - a quality with excellent stiffness and outstanding sensory and hygienic properties. For optimum effect, the packaging uses a gelling bubble spot UV varnish to bring out the lines of the graphic design. The varnish is printed on the uncoated side to further enhance the tactile effect.
Metsä Board's board quality proves to be extremely efficient in printing and finishing. "Applying a gelling UV coating is challenging, especially in the area of folds," explains Willem Kooijman, sales representative at Remmert Dekker Packaging, the company responsible for printing and finishing the packaging.
Thanks to the sophisticated design of the packaging, Zuivere Koffie has also succeeded in achieving its sustainability goal. 99 percent of all coffee packaging worldwide is made of aluminium on the inside and plastic on the outside, which makes recycling difficult. Zuivere Koffie's inner plastic packaging has a special, patented plastic valve and is suitable for plastic recycling. The outer packaging is made of MetsäBoard Classic FBB board, which is printed with environmentally friendly inks and can be easily recycled after use.
www.metsagroup.com