Merrild, Danish Coffee Brand (Lavazza Group) is the 2nd largest coffee manufacturer in Denmark and market leader within the Roast & Ground segment with 24,6% value share.

With the aim of developing other segments and increase penetration, the brand has decided to launch its medium roast and organic sku’s in their whole bean versions, thus increasing its mainstream portfolio.

The Challenge:

– Maintain Merrild’s values of authenticity and craftsmanship while working towards rejuvenating the brand.

– Align the design with the roast & ground sku’s in terms of design

– Enable consumers to easily decode the range as being whole beans

– Find a creative solution in order to have one common design for the bag, differentiating the variants purely via its label.

More information

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