OR is well known and respected micro coffee roaster and training centre, based out of Gent Belgium and specialised in roasting 100% arabica. Thanks to their passion & knowhow OR has become one of ‘the’ references in coffee in this country. Their focus on origin, high quality and pureness are core values along with the passion to source their beans locally with farmers from around the world before they are carefully brought back to Belgium. Building on the existing OR visual identity the brand realised the potential to take their products into mass retail and asked us therefore to boost their packaging with a tailor-made approach for this environment.
Respecting their straightforward stripped down design styling, we added that necessary branding impact, product guidance and shelf pop. Within the boutique coffee world OR is a well-known brand. Amongst the countless competitors within mass-retail they are of course one of many fighting for your attention. So therefore, brand awareness and storytelling were key and thanks to the outer-carton sleeving with recto-verso artwork we were able to shout out clearly who the brand is whilst guiding consumers through everything there is to know about OR. As they work closely with farmers to ensure the best quality from plantation to cup, a clear brand story which illustrates their fair-trade philosophy was also added. These additional brand identity tools were also employed to support their in-store displays.
To round off our OR design journey we were asked to help the brand stretch their product family into the world of espresso capsules. A simple translation of a stylish design in the modern coffee world.
Time to roast!