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400 East South Main Street, Ste 7
Waxhaw, NC, 28173
United States



Hello from Haven Creative! The HC blog features inspiration on design, branding and marketing artfully curated by our team of professional developers, designers and communication experts. 


Judging a Book By Its Cover - How Packaging Tells A Story

Jeni Bukolt

The iconic blue box from Tiffany’s, the clean minimalistic shape of an Apple case, packaging is powerful because it visually tells a story and showcases to consumers why your product and brand are different.

How often do we judge a book by its cover, literally? Every year, 95 percent of new products fail -- often because of the packaging. Your packaging tells a story. It’s critical to put careful thought and creativity into your package design in order to stand out from competitors.

When we set out to design Sospeso’s packaging, we knew we needed to work closely with owners Janet and Kyle Baker to learn more about their passion to “make the world a better place one cup of coffee at a time.” We wanted to find a way to capture that essence and incorporate the Sospeso story onto every bag of coffee they sell. 

Using the Sospeso brand book as a style guide, we incorporated their color pallet on the bags using one color for each region of coffee.

To bring the unique flavor notes to life, we opted to incorporate sketched icons directly on the bag. We placed cut limes and raw cinnamon sticks next the Colombian coffee described as, “refreshing with notes of lime and a hint of cinnamon for a unique finish.” To carry the theme over to the website, we juxtaposed the same ingredients against a handful of dark coffee beans.  The images allow the consumer to quickly identify the coffee’s flavor notes and ultimately, temp them into exploring the taste.

When Sospeso recently launched their cold brew line, we carried over the styling to the glass bottles using similar icons and hand-crafted vintage styling

Whether your selling flavorful beans or not, you want connect with your consumer at first glance – be it nostalgia, fun, altruism, etc.  Great product packaging allows the product to speak for itself with an understanding of what it actually is, but also, what it stands for.

Need help designing your product packaging?  Contact Haven Creative – 704.256.4008  or email us, -- and let’s get started…perhaps over a cup of coffee!