The brand, which is launched through a collaboration between Kraft Foods and Costa, is Costa’s first venture into retailers. It will also be available in the Costa coffee shops.
Slice Design was appointed to the project at the end of last year on the strength of previous work with Kraft.
The pack designs incorporate existing Costa branding elements such as the red colour palette and wave icons to ensure recognisability.
Gary Spencer, director at Slice Design, says, ‘One of the things that defines Costa is that it’s a very simple choice. Costa coffee is very well-liked – you don’t see a whole variety of strengths and blends – so part of our job was to ensure Costa’s approach would be the same at home.
‘[Costa’s] so well-known, and has such a recognisable set of equities you don’t need to overcomplicate it.’
The packs include tips for people to help recreate the Costa taste at home.
Alan Gilbody, Slice Design creative director, says, ‘A big part of the Costa experience is the skill of the barista. We wanted to capture this on pack by introducing some of the tips and tricks that the baristas use in store every day so that coffee lovers can now enjoy the prefect cup of Costa coffee at home.’
Costa Roast and Ground coffee launches in the next couple of weeks.