Swedish coffee roasters Morgon Coffee have had a sumptuous packaging revision (it’s almost too nice to open)
Each bag is a work of art, and reflects the story and work behind the coffee in the bag. Check them out, they’re amazing! The trouble is, they’re almost too good to open.
[Sassy_Social_Share]What’s behind the Morgon Coffee Roasters redesign?
Morgon Coffee Roasters are a new(ish) coffee roaster from Gothenburg, Sweden. Gothenburg is more famous for seafood and restaurants, but we think that coffee should be top of the list.
They were founded back in 2018 by Gabriella Runesson, Christian Gullbrandsson and Markus Vestergaard. They’ve recently been featured on Sprudge who were raving out the new look, and we can see why.
The Morgon team believes that they can increase the perceived value in a cup of coffee through storytelling and design, and they’ve done a wonderful job. Each of the packages is a work of art.
Simon Söder, the creative director at Morgon said that the new look is “a next step, more than a complete redesign. The roastery is evolving and our design evolves with it”.
Markus Vestergaard said that they wanted the coffee packaging to be “fun and eye-catching and pop with color from afar”. And wow, does it ever! He goes on to say: “we didn’t want them to look like bags of coffee at all. We wanted the bags to spark folks’ curiosity and have them pick up the packaging to see what they might contain”.
Get your eyes on it
What was the new design inspired by?
The graphics and style were inspired by the old city shipyard in Gothenburg where the roastery is located. The old harbour is shut now, but the relics of the old glory days of shipping hint at exploring the world through coffee. Simon Söder says that it’s “A reminder that each coffee is a work of art and when you buy a bag or drink a cup, the design should reflect the amount of work and miles behind it”. All the packaging
Who designed the new packaging?
Vestergaard: The packaging is designed by Simon Söder, in close collaboration with us, spending quite a lot of time with us down at the docks. The photos are all made by Elinor Vestergaard and Simon Söder, as they have been since the start of Morgon Coffee Roasters in 2018.
The photography is incredibly compelling and beautiful!
Simon Söder explained that “It’s a kind of visual storytelling. Morgon states that “every coffee has a story,” and the photos are our way of telling them. Markus, Gabriella, and Christian have been very clear with not wanting the producers and their work getting lost in their products. The still-life photography is made to represent the different coffees by giving a visual trace of Morgon’s taste notes, the lot’s process, and stories from the producers themselves. Exploring the coffee through imagery gives us other perspectives and new ways to talk about the experience. This extra dimension is our way to honor the exceptional work being done for the sake of a cup of coffee.”
Nailed it then!
“Exploring the coffee through imagery gives us other perspectives and new ways to talk about the experience. This extra dimension is our way to honor the exceptional work being done for the sake of a cup of coffee.”
<< Simon Söder, Creative Director at Morgon >>
Markus Vestergaard continues: “Here in Gothenburg, as in most places, a cup of coffee is not just a commodity it’s something that’s always expected. With fika being such a big part of our culture, there’s always coffee a’brewing nearby. Despite us having this ritual that in so many ways centers coffee it’s expected to be free, with bottomless refills. Creating a product that raises the customer’s perceived value of coffee has been an idea that we’ve had for a long time. We wanted to add more value and create something more close to fond memories or keepsakes. Attaching Elinor’s and Simon’s designs to each of our coffees, a unique work of art, absolutely helps us do this. It also helps a lot of folks better remember what coffees they enjoy. From first-time buyers who goes straight for the coffee with the big chocolate donut on its label, to regulars who might not be able to remember the name, but that the coffee had a volcano of caramel and red berries on the bag, or even a golden swan.”
What are the bags made of?
The bags are 100% plastic and fully recyclable. They’ve chosen the Dutch Coffee Pack to make the bags, and they’ve used a CO2-neutral production process.
I’m not in Sweden, where can I get my hands on this?
Good news, fans. You can buy it on their website, and they offer free shipping worldwide if you order between 4-7 bags of coffee, depending where you live.
About CoffeeCode
This article was written by Gregg Romano who is the founder of CoffeeCode, the UK’s fastest growing and most exciting coffee blog. CoffeeCode has a focus on great coffee, inspirational design and sustainability.
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…and also Sprudge who every self-respecting coffee lover should know about.
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