News

Kraft Foods has revamped the packaging of its Kenco coffee brand to create a bolder, more consistent visual identity across its range of products and point-of-sale material.

The new-look branding and redesigned packs have been created by design consultancy Bulletproof Design with the aim of rejuvenating the Kenco branding, which was previously weaker on some subsidiary products.

The front label features an image of coffee beans roasting in the Kenyan sun, which is meant to reflect the product's provenance. The Kenco typeface has not been changed and still includes an "aroma" icon above the letter "n".

According to Mintel, Kenco was worth £91m in 2005 and had a 16% share of the instant coffee market, compared with market leader Nescafe's 54% share and £314m sales.