Folgers Coffee

100 Years of Coffee

From vintage diner culture to the modern phenomenon that is Starbucks, the U.S. has had a love affair with coffee consumption for a very long time and the 21st Century has only brought new dimensions to an industry. Consumers aren’t going to classic diners or buying coffee in bulk much anymore. Now popular coffees are organic, sustainable, or artisanal (or all three at once) and come in instant packets, little cups, or are even brewed by someone else entirely and handed to you over a countertop. However, in its hundred year history, Folgers Coffee has always been able to roll with the punches, to adapt to the times.

I designed this project to reflect that need for adaptation, in this case manifesting as a shift in the perception of the Folgers brand to one that was more organic, eco friendly, and healthy, as well as access to the Millennial demographic. In the pursuit of making the transition in positioning as seamless as possible, with a goal of allowing the brand to retain loyal customers, I conducted extensive research into Folger’s current situation within grocery stores and worked to determine consumer’s current perception of Folgers.

Primary research into Folger’s standing within grocery stores provided some valuable insight in how to proceed. Folgers can be found fairly low on shelves, but is still noticeable due to their extensive product offering and large tubs of coffee. Aesthetically they are very different than the rest of the coffee section. Further primary research confirmed that Folgers is a brand with heavy ties to nostalgia and dependability. One of our interviewees stated, “Folgers is the kind of thing you can buy and hide out until winter. That’s what I want, extended reliability.” Another made a connection between Folgers and “50’s diners with the traditional white ceramic mugs and the colored coffee pots that everyone used.”

The Folgers rebrand takes the form of a completely redesigned package and logo. The logo retains the classic Folgers mountains, but moves in a more simple, 21st century direction. The typeface, Archer, retains the classic, nostalgic tone that has come to be associated with Folgers, while the secondary typeface, Montserrat, embraces the new, modern direction of the new product offering.

The packaging pushes a tone of eco-friendliness through its use of a butcher paper box and muted green, white, and black color scheme. The typefaces used on the box are those used in the new Folgers logo. A white label extends over both sides of the box and is perforated at the top for ease of opening. The shape of the box is also designed for ease of use, so that the consumer can easily store the box at home. As the flavor of the coffee can be determined from the top and the front of the box it can be stored either way. This way the packaging is more easy to use and store than that of Starbucks, the top competitor. Decorating the lid and bottom of the box are Rocky Mountain native illustrations of foliage. This enforces the new eco-conscious direction. Details are dainty and minimalist so that the packaging is differentiated from the rest of the packages in the coffee aisle. On the lid of the box the traditional Folgers logo will be stamped so that every time the consumer opens the box they come in contact with this iconic tagline. By extension it creates an experience for the consumer every time they open the box and reminds them of the coffee they are about to drink.

Folger’s will be able to claim to be 100% organic ground coffee due to its compliance with the Nutritional Labeling and Education Act. Folger’s new line is ground with machinery used exclusively for grinding organic coffee, thus no cross contamination is possible which would result in the loss of the organic labeling.