News

Bulletproof, the London-based packaging design firm, has helped Kraft Foods relaunch its Kenco coffee brand with a new pack that shows its commitment to sustainable sourcing.

Kraft is spending more than £7m, including a new marketing campaign, for the relaunched jars which have started to reach supermarket shelves.

The new look builds on a previous Bulletproof redesign, from 2005, and includes the image of a coffee plantation and mountain landscape in the background.

The Rainforest Alliance Certified seal also appears prominently on the front of the pack reflecting the importance Kraft gives to sustainability – 75% of Kenco beans are sourced from certified farms.

Malcolm Hett, senior brand manager at Kraft Foods, said it had been a "fascinating design challenge" to balance the new information whilst maintaining customer confidence in the quality of the coffee.

"Bulletproof have delivered a result we are confident consumers will be both surprised and reassured by," he added.

The shelf ready packaging has also been redesigned to create a "kit of parts" to strengthen the marketing campaign message.