The Silver Joe's Specialty Coffee Tin is gaining enthusiasm as an innovation in a once stagnate category. The asymmetrical design is inviting to the touch and appealing to the eye, proving to keep coffee moving off the shelf and into the cart.
(openPR) - FORT SMITH, AR (January 15, 2007) A newly patented, teardrop-shaped coffee container C3 Brandworks recently developed for Silver Joe’s Coffee Company is creating quite a stir in the package design and coffee industries while garnering numerous awards and accolades, according to Cameron Clement, C3B’s Creative Brand Director and container designer.
“The can is such a departure from the typical round metal coffee can of the past 100 years,” Clement stated. “Its unique shape, satin-silver-finish, and multi-level embossed tin has been causing a lot of hot talk.”
As the container approached its market availability, it started gaining recognition and winning awards within both the coffee and packaging industries, and was featured in several trade publications as being unique and noteworthy. Brand Packaging magazine featured the can in its “What’s Hot” section (October ’07) and Packaging Digest ran an editorial feature on the unusual entry into the coffee arena. Specialty Coffee also featured the tin in an article on “Thinking Outside the Box,” noting how the distinctive can design makes such a conversation piece that it will certainly be reused and not become ordinary landfill clutter (a “green” bonus for C3B since it is passionate about environmental concerns).
Enercon, the company responsible for the heat-sealing portion of the asymmetrical shape awarded the container their “Innovation of the Year” honor. This award was presented in Las Vegas at the 2007 PackExpo. The container also earned this same recognition in Germany at the K' Packaging Expo in Dusseldorf, Germany.
Clement said they realized they had something special on their hands when they introduced the prototypes in early ’07. “We had a feeling that we might generate excitement, but after the first few showings, and initial reactions, we realized it may well exceed our expectations,” Clement said. “During the initial design phase, a prototype was tested among several focus groups and 99% of those tested stated they would buy the product at least once just to own the can.”
When asked to explain the idea behind the can, Clement said that since Silver Joe’s Coffee produces a premium 100% Arabica bean coffee uniquely geared toward the outdoor adventure market as the official coffee of Airstream TM trailers, the challenge was to develop something that would create impact and immediately define its position in the industry as a select brand for select buyers. C3B developed a tin that is innovative, adventurous, and compelling to the consumer.
“This is an exciting start to a market introduction,” stated Clement, who pursued the design development for nearly three years before seeing the concept become a reality.
The specialty can has also proven to be a success for Silver Joe’s Coffee Company, with the company receiving a record number of pre-orders before it was even filled with coffee.
“Prototypes delivered to retailers for the holidays were requested by, and sold to customers, regardless of the fact that they were just for display and contained no coffee,” said Terry Smith, president of Silver Joe’s.
“We needed something that would set us apart and get us noticed in an already extremely saturated market,” acknowledged Smith. “This package creates the expectation for excellence that was exactly what we were looking for.”
C3 Brandworks, Inc. is a creative-driven studio that provides results-oriented, holistic brand-centric, marketing solutions for clients locally and throughout the national and global market place. www.c3brandworks.com
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Cameron Clement
C3 Brandworks
1121 Adelaide Ave.
Fort Smith, AR 72901
479.461.0231 cclement@c3brandworks.com
C3 Brandworks, Inc. is a creative-driven studio that provides results-oriented, holistic brand-centric, marketing solutions for clients locally and throughout the national and global market place.
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