Arise Coffee Rebrand: The Pouch That Finally Says ‘Arise’
Overview
Arise Coffee is a solar-powered micro-roaster in Western Australia, turning out award-winning, air-roasted beans. Despite having a great product and a loyal local following, the packs looked exactly like every other matte-black coffee pouch on the weekend market table. As a result, customers had to taste first to discover the magic, and that’s an expensive way to earn trial.
The Challenge
Previously, the packs had a commodity look and feel. A stock black bag and thermal sticker resulted in shelf camouflage. Moreover, there was no link to the name. Arise should conjure sunrise and optimism, yet the pack simply mumbled “generic.” Additionally, the story and value stayed hidden. There were zero on-pack cues about solar roasting, medals, or tasting notes.
The Solution
To change this, we created a sunrise—literally—by wrapping the front and gusset in hot-stamped metallic rays. As a result, the pouch catches café lighting like first light over the horizon.
For clarity and range navigation, we implemented a three-colour SKU system: Emerald for house blend, Cobalt for dark roast, and Tangerine for single origin. Consequently, customers gain instant orientation, and the packaging creates a striking block on the shelf.
To keep information concise, we shifted to a “data without the essay” approach. A 50-word origin story, brew icons, and a QR roast log now move the geeky detail from a peeling sticker to permanent print.
Additionally, we selected a premium, sustainable substrate—high barrier with soft-touch varnish. This not only keeps the aroma in, but also aligns with Arise’s eco claim.
The Impact
Once the new design hit shelves, wholesale partners embraced the premium positioning. Meanwhile, the packs stood out in independent grocers, quickly driving more visibility. On social media, photos of the “shiny sunrise” soon outnumbered latte art, showcasing the visual impact. Most importantly, founder David Duncan said it best: “It’s the sunrise I always talked about, finally on the bag.”
