PACKAGING DESIGN & SOLUTIONS: DESIGN FOCUS
Every issue, our panel of experts dissects the latest packaging designs to hit the shelves. Thismonth, it’s United Coffee and their charitable Lyons Coffee Bags
DesignFocus U
Lyons was established in 1887 by Joseph Lyons and three entrepreneurial busi- nessmen. From modest beginnings, J. Lyons & Co. went on to become one of the largest and most well recognised catering and food manufacturing compa- nies in the world. The company opened its first teashop at 213 Piccadilly in 1894 and ‘Joe Lyons’ soon becoming a household name, with around 250 teashops in operation at the company’s height. In 1904, the brand introduced its coffee blend which became synonymous with luxury, and in 1925 the memorable 'Nippy Waitress' was created. Three years later Lyons opened the UK's first pur- pose built food technology laboratory, applying sci- ence to food manufacture. The company extended into Europe and America and as coffee culture began to catch on in the '60s, Lyons opened theWimpy Bar chain. In 1972, the company acquired the American Tetley Tea Company. However, towards the end of the twentieth century, Lyons went into decline and the company lost its independ- ence. However, with a history of over 100 years and a reputation for com- bining quality with value for money, the Lyons name has retained its familiarity and in the 21st century it was given a new lease of life. In 2009 Coffee Nation re-launched the Lyons brand with a new visual identity. The modern/retro packaging reflected Lyons’ heritage with a modern twist. Lyons produces roasted and ground coffee, convenience sachets and individual filter coffees.
Q
What do you think when you first look at
the product? NF:My first impressions are very favourable. In the store I visited the packs were in the centre of the coffee section, in a prominent position on the shelf and oozed quality and prestige. I would certainly pick it up to investigate more. The bold wording, in capital letters, on the side opening of the carton, saying: “On The Go Individual Coffee Bags”, could have been positioned on the front face. This is an important feature of the product and the consumer could be made more aware of its unique “on the go” benefits. AHE: The product has a good shelf presence due to its ‘chunky’ carton shape. SW: This is potentially a truly great piece of packaging. It consists of a carton 15cm high by 11cm squared and cleverly it can sit on the shelf in either portrait or landscape format, each face telling a different story.
Q
Does it screamluxury, massmarket or value
formoney? NF: This is decidedly not a mass market product, confirmed by the fact that the only store in my area to stock the product was Waitrose, who had an outstanding coffee aisle, with all manner of different packaging types, including pouches, refill packs, glass jars and cartons. The Lyons Coffee Bag range looked very much at home in such a prestigious store. AHE: Luxury is perhaps overstating it, but it’s certainly one step up from basic instant
24 | Packaging Gazette |
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coffees. The three variants, positioned for drinking at different times of the day is a commonly used tactic for laundry products (where we have different products designated for different colours, types and degrees of soiling of clothes) but less so in the coffee sector. Because the product offering is different perhaps the three variants will appeal to a diverse range of consumers. SW: Does it scream luxury? No, but it screams, “buy me!,” which is far more important.
Q
How does the product stand out compared to
its competitors? NF: There is little direct competition for Lyons in the individual coffee bags sector, so the product has a unique niche market position. It certainly stands out very well on the shelf, being one of the few up-market carton packs in the store. AHE: The product stands out very well based on shape and graphics; instant coffees commonly come in jars, and ground coffees come in vacuumbrickpacks or cans, so the
nited Coffee has re-launched its Lyons coffee brand with a new look. This includes a partnership with The Royal British Legion, where the brand and the charity are working together to raise £70,000 for the Poppy Appeal. The coffees are available in three blends, GoodMorning (the first coffee of the day), Coffee Break (for a mid-afternoon wake-up) and Gourmet Italian (luxurious coffee
to be enjoyed in the evening and after dinner), and can be purchased in the usual roast and ground varieties, as well as these brand new individual foil wrapped bags, designed for use at home or on the move. Phil Smith, category manager at United Coffee said: “There is a massive opportunity for Lyons coffee bags as they offer consumers a ‘real’ coffee solution, so they can enjoy great fresh ground coffee, conveniently and at a competitive price.” Let’s see what our panel thinks of this rather unique idea...
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