Global specialty coffee consumption grows year-on-year, meaning consumers are becoming more aware of higher-quality options. As the market matures, it becomes increasingly harder for roasters to stand out among an ever-growing number of brands vying for a niche spot.
At the same time, market competition drives innovation. Roasters are looking for more exciting ways to engage with existing customers and potentially bring in new ones, pushing them to become more creative.
Coffee packaging has long been a way to grab consumers’ attention, serving as a powerful marketing and brand differentiation tool. But in recent years, an increasing range of roasters have invested in sustainable, sophisticated, and visually striking packaging that tells the story of their brand and supports a circular economy model in coffee – spurring true innovation in the wider industry.
I spoke to Mark Zhou, the founder of MTPak Coffee, to find out how coffee roasters are becoming more inventive and imaginative with their packaging.
You may also like our article on why sustainable packaging is key to a circular economy in coffee.
Packaging is functional – but it also needs to be creative
Coffee is an unstable product, meaning that over time (usually one to three months after roasting), freshness and quality degrades. For specialty coffee, which has more nuanced flavours and demands a higher price for its higher quality, preserving freshness is essential.
“It’s already well-established that specialty coffee packaging needs to be high-barrier, preserving the delicate flavours and aromas of high-quality lots,” says Mark Zhou. He is the founder of the sustainable coffee packaging brand MTPak Coffee.
High-barrier packaging protects beans from oxygen, moisture, light, and heat: The four primary elements that can rapidly degrade coffee’s sensory characteristics. Multi-layer packaging with advanced materials like metallised films, vacuum-sealed pouches, and one-way degassing valves creates an optimal microenvironment that maintains product integrity from roasting to brewing.
“But packaging is now also a statement piece,” Mark adds. “Roasters rely on bold colours, unique shapes and designs, logos, and illustrations to stand out, pushing the boundaries of their creativity.”
Post-pandemic, coffee brands have grappled with several persistent challenges that have fundamentally changed the way they operate. Higher business costs, arabica futures (which reached a historic high of US $3.78/lb in late January 2025), and interest rates have made already tight margins even more pinching.
“Rising business costs and inflation rates have intensified market competition, forcing roasters to find new ways to stand out,” Mark says. “Packaging has long been an effective way for them to do this, but now more than ever, it’s a useful tool for brands to catch the attention of increasingly discerning consumers.”
In turn, packaging has transcended its traditional role as a simple container vessel, becoming an effective medium for roasters to forge meaningful connections with customers. Through carefully designed packaging, brands can communicate their ethos, values, and unique narratives, transforming a simple coffee bag into a storytelling canvas.
How are coffee roasters driving innovation?
Third wave and specialty coffee culture emerged from the desire to “do things differently”: A drive to spotlight quality, artisanry, and craft. Roasters have long leveraged their creativity to highlight these aspects of their businesses, including their packaging.
Against a backdrop of rising coffee prices, inflation, and business costs over the last few years, there has been a growing push for more sustainable practices from consumers. According to research from Nielsen, 46% of consumers expect brands to take the lead in creating genuine sustainable change, meaning the onus is on roasters to initiate and drive progress.
Given its proximity to the end of the supply chain, roasted coffee packaging is often the focus of this movement. Sustainability has become a non-negotiable, with customers expecting nothing less than recyclable and biodegradable packaging options.
To keep up with demand, more roasters have invested in high-barrier materials like kraft paper, low-density polyethylene (LDPE), and polylactic acid (PLA) that maximise freshness and quality and allow consumers to responsibly dispose of the packaging, minimising their environmental impact.
Packaging design has changed
Simultaneous with innovation in sustainability, packaging design and branding have also evolved. Roasters now increasingly use bold colour schemes, eye-catching fonts, illustrations, and even packaging shapes to communicate distinctive brand identities and the unique character of each coffee.
Research indicates that colour is the most important cue in product packaging. Striking colour palettes can evoke specific moods or associations with certain origins and flavours, heavily influencing the consumer experience.
Unique typography, meanwhile, communicates brand personality – from minimalist and modern to rustic and artisanal. Innovative packaging shapes, such as unconventional bag structures or custom die-cuts, further distinguish roasters in a crowded marketplace.
Information cards and limited-edition designs have also emerged as critical differentiators, allowing roasters to express brand identity and connect with consumers through visual storytelling. Innovative label technologies now incorporate augmented reality features, such as QR codes that show coffee origins and farms, that generate excitement among consumers and disseminate information.
True innovation deserves recognition
By continuously pushing the boundaries of innovation in the coffee industry, roasters support its future growth. Packaging has emerged as a canvas for true creativity, allowing brands to tell their stories.
Rewarding innovation and sharing these stories can then inspire more roasters and coffee brands to follow suit, bolstering the growth of the specialty coffee market.
“MTPak Coffee launched the Packaging Reimagined contest to recognise and celebrate these new levels of creativity,” Mark says. “We’re looking for specialty coffee roasters who are driving true innovation with their packaging that propels the industry forward, elevating standards across the board.”
As part of the competition, international specialty coffee roasters of all sizes are invited to share their packaging. A panel of expert judges will select one primary winner and award them US $5,000 in cash to invest in their business.
“The Packaging Reimagined contest builds off the success of the MTPak Coffee Packaging Design Awards, which were designed to highlight, recognise, and reward the hard work and dedication of creating stand-out coffee packaging,” Mark adds. “As a sustainable packaging company, we want to honour the exceptional work we see in design.”
The winner and all finalists will receive a promotion on MTPak Coffee’s social media channels, newsletter, and website, as well as an editorial feature that shares the brand’s story and packaging design.
How can you apply?
Before applying, consider some of the following criteria:
- Is the imagery or design used on the packaging innovative, unique, and aesthetically appealing?
- Does the packaging design do something completely innovative and new? (i.e. unique materials or accessories)
- Is the packaging innovative in how it is used? (i.e. bag takeback schemes or unique ways for customers to open the bags)
- Is the packaging innovative in maintaining the coffee’s freshness?
- Does the packaging do anything unique to reduce storage space?
- Does the packaging feature anything visual or practical that you cannot find elsewhere?
- Is the overall presentation at a high professional standard?
- What information is relayed on the bag, and is it effective in its goal?
- How does the coffee bag design contribute to the enhancement or improve the knowledge of the coffee community?
- Does the process of creating the packaging minimise material use or incorporate recycled, up-cycled, or otherwise sustainable materials?
The MTPak Coffee Packaging Reimaged application form can be found here. The deadline to apply is 6 March 2025. The finalists will be announced on 12 March, and the winners will be announced on 19 March.
As coffee packaging continues to evolve, it represents far more than a simple container; it has become a dynamic canvas for innovation and brand storytelling.
From sustainable materials and advanced preservation technologies to intricate design elements that capture the essence of each unique coffee origin, roasters are transforming packaging into an art form that engages consumers on multiple levels.
Interested in applying for MTPak Coffee’s Packaging Reimagined Contest? Then learn more here and fill out the application form here.
Photo credits: MTPak Coffee
Perfect Daily Grind
Please note: MTPak Coffee is a sponsor of Perfect Daily Grind.
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