How to design exceptional coffee packaging

Key takeaways:

• Exceptional coffee packaging communicates identity instantly while reflecting authentic brand values.
• Experimental formats like cans and bottles help roasters stand out in an increasingly saturated market.
• Roasters need to balance visual innovation with consistency, quality, and sustainability.
• MTPak Coffee has launched the World’s Greatest Coffee Packaging Competition to recognise the very best in design, features, and innovation.

A visit to a café or a glance at a roaster’s Instagram feed clearly illustrates how far coffee packaging design has evolved in recent years.

Shelves and social media are now filled with brightly coloured bags, illustrated tins, minimalist monochrome designs, and experimental formats that blur the boundary between packaging and art. Some roasters use VHS-inspired boxes or craft beer-style cans, challenging convention in packaging design.

Yet in a highly competitive specialty coffee market, aesthetics alone don’t define exceptional packaging. Roasters also need to design coffee packaging that clearly and effectively communicates their identity within seconds. Additionally, it needs to align with brand values, prioritising authenticity over pure visual appeal.

You may also like our article on how roasters can use packaging to sell coffee for more.

Why coffee packaging has evolved

Today’s hyper-competitive specialty coffee market demands exceptional packaging as standard. Once little more than a functional container, it’s now a primary means for roasters to capture the attention of increasingly discerning consumers.

Millennials and Gen Z, a dominant force in specialty coffee consumption, are highly attuned to visual presentation and social media.

“Younger consumers are driving a huge shift in how roasters present their coffee,” says Mark Zhou, founder of MTPak Coffee. “The rise of unboxing culture means packaging has to be exciting, shareable, and visually striking; it’s part of how people experience and talk about coffee online.”

With many customers encountering new roasters online or on café shelves for the first time, packaging often serves as the initial point of contact. 

“It’s the first physical interaction someone has with a product,” says Tony Collins, creative director at People Possession. “Before taste and aroma, you see and touch the packaging. And that sets expectations.”

This emphasis on sensory experience has elevated packaging from a practical necessity to a form of brand storytelling. Design choices are increasingly intended to build anticipation and signal quality before a bag is opened.

Simultaneously, this demonstrates that the shift is not purely commercial. “Packaging increasingly reflects the culture of specialty coffee,” Mark explains. “It’s modern, confident, and design-led. For many people, coffee is a lifestyle product, and its packaging reflects that.”

How roasters design exceptional packaging

The range of approaches roasters take today in designing unique, exceptional packaging reflects a maturing industry that is more willing to experiment. Where once simple kraft paper bags were the standard, roasters are now innovating with a range of materials, formats, and styles. 

People Possession, for example, has moved beyond traditional bags altogether. “Our main format is cans, but we also release coffees in cigarette-style packs, with more formats coming in 2026,” Tony explains. “These design choices are deliberate. They reference stone-cold classic objects from popular culture that carry emotion and memory.”

Other roasters draw inspiration from nostalgia, borrowing visual cues from VHS tapes or vintage beer cans, while some adopt minimalist designs associated with contemporary fashion and art.

Potterbeans, meanwhile, focuses on adaptability and sustainability, alongside unique can formats. “We make our labels in-house, printing and die-cutting as required, to prevent waste and enable constant change and evolution,” says Steve Brown, the owner and head roaster. “We lean towards non-digital design, using maximal colour, lots of imagery, and working with local artists chosen for their style rather than their online following.”

Recognising coffee packaging excellence

As packaging design has become increasingly central to specialty coffee, roasters face pressure to push creative boundaries. New trends emerge constantly, and the temptation to chase viral moments or aesthetic fads can be appealing.

“Innovation matters, but the best packaging is not about following trends. It is about clearly and authentically reflecting who the roaster is and what they stand for,” Mark emphasises. “There is no single definition for ‘perfect’ coffee packaging. The most effective designs are the ones that align with a roaster’s values, audience, and story, regardless of style.”

To celebrate the diversity of approaches and recognise excellence in packaging design, MTPak Coffee has launched the World’s Greatest Coffee Packaging (WGCP) competition.

“We wanted to create a platform that celebrates the best of the best packaging, not just in terms of design, but also how easy it is to use and how sustainable,” Mark explains. “At MTPak Coffee, we work closely with roasters every day, and we have seen how powerful packaging can be. This competition is our way of supporting the industry and encouraging creativity rooted in authenticity and sustainability.” 

The WGCP was launched as part of MTPak Coffee’s Diamond Sponsorship of Producer & Roaster Forum (PRF) 2026. The competition seeks roasters whose coffee bags are visually appealing, ergonomically designed, and sustainable.

The overall winner and four finalists will receive a prominent spot on the WGCP mural at PRF El Salvador, which will take place on 26 & 27 March.

Leading up to PRF and afterwards, the winner and finalists will also be featured in ongoing marketing campaigns across social media and the MTPak Education Centre.

How can you apply?

The WGCP is open to roasters worldwide, with one entry per roastery. You can enter by:

1. Selecting your best packaging that balances visual appeal, ease of use, and environmental responsibility.
2. Submit at least three high-quality photos that clearly show the front, back, and sides of the packaging. They should also show details such as the logo, name, coffee information (tasting notes and roast profile), and add-ons (resealable zippers, one-way degassing valves, or QR codes).
3. Complete the entry form in full, which can be found here, with as much detail as possible. Applications must be submitted by 20 February 2026.

Before applying, consider some of the following criteria:

• Design
  • Is your coffee packaging visually appealing? For instance, does it use bold colours or hand-drawn illustrations?
• Difference
  • Is your coffee packaging truly unique and original?
  • Does it stand out on retail shelves thanks to its unique shape, such as by using tubes or bag sleeves?
  • Does it use QR codes, translucent windows to show the coffee, or tasting cards?
• Consumer experience
  • How easy is it for consumers to open and reseal your packaging? Do you add resealable zippers, for instance?
  • Are you offering a range of drip coffee bags in addition to roasted coffee?
• Environmental responsibility
  • How eco-friendly is your coffee packaging? 
  • Do you use recyclable or compostable materials for your bags? 
  • Do you print instructions on how to properly dispose of the bags?

Five finalists will be announced by 1 March 2026. MTPak Coffee’s expert judging panel will then choose an overall winner, who will be announced at PRF El Salvador on 26 & 27 March 2026.

Packaging design in specialty coffee is no longer an afterthought. It’s a fundamental element of how roasters communicate their identity, connect with consumers, and ultimately, honour exceptional coffee.

Whether minimalist or maximalist, nostalgic or futuristic, great packaging tells a coffee’s story and demonstrates a roaster’s brand identity in seconds.

Interested in applying for MTPak Coffee’s World’s Greatest Coffee Packaging Contest? Then learn more here and fill out the application form here.

Photo credits: MTPak Coffee, Potterbeans, People Possession, @sir_sirine

Perfect Daily Grind

Please note: MTPak Coffee is a sponsor of Perfect Daily Grind.

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