Paulig City Coffees

Paulig, one of Europe’s biggest family-owned coffee producers, wanted to create a new coffee brand that would renew coffee category and inspire consumers to explore new coffee flavours.

Our insight was that people are open to new experiences when they travel.

The impulse and inspiration came from legendary, dark French roast Café Parisien, which has been a part of Paulig’s coffee selection since 1958.
By choosing big cities as the main design idea, Paulig City Coffees enriches coffee moments inspiring coffee lovers on an adventurous journey into different coffee cultures, discover new coffee flavours and enjoy the world’s best coffee trends.

There was a need to differentiate the design from the conventions of the category, where packagings are quite dark.

SEK created a colourful packaging design concept that promotes different city-themed flavours of Paulig. An eye-catching and appealing packaging for consumers who are bold to taste new coffees and desire to go on a dream trip to world’s coffee cultures.

City coffee identity was a surprise on the shelves and shook up the category. The response from stores and consumers was overwhelmingly positive. Sales have gone swimmingly, both in Finland and the Baltic countries.