In 2023, Equator Coffees embarked on a package redesign with a clear goal: to deliver a high-quality coffee product in a sustainable bag that brings its vibrant branding to life.
“Equator Coffees is focused on quality, sustainability, and social responsibility, and we remain committed to our people and the planet as we celebrate our 30th anniversary this year,” said Nate Fong, Creative Director at Equator Coffees. “We researched several suppliers that touted sustainability claims. Having worked with TricorBraun Flex for almost thirty years, we knew we could trust their expertise.”
“TricorBraun Flex exists to serve our customers, so when it comes to sustainable solutions, our team understands packaging industry regulations and certifications, and can provide guidance on proper claims related to their packaging,” said Ying Li, Regional Sales Manager, TricorBraun Flex.
TricorBraun Flex differentiated itself from other suppliers by recommending Biotrē™ 1.0 for Equator Coffees’ six-ounce, 12-ounce, and two-pound bags. Biotrē 1.0 is a flexible packaging film made from plant-based, renewable, and compostable resources, including wood pulp and sugar cane. Available in block bottom bags, side-gusseted bags, and stand-up pouches, Biotrē 1.0 is 60% compostable and 60% plant-based renewable by weight.
Achieving Brand “Heart and Soul” Through Bold Packaging and Colors
According to Fong, Equator Coffees also sought advice from TricorBraun Flex to help the brand convey its essence of being “built on heart and soul.”
As coffee makes up different volumes in bags due to variations in roast levels, the packaging silhouette may appear either fuller or more compressed, impacting the visual consistency of a brand’s packaging. According to Fong, TricorBraun Flex provided multiple samples to help Equator Coffees determine the correct bag sizes that would maintain a consistent silhouette—particularly in key areas like valve and zipper placement. TricorBraun Flex’s Graphics Coordination Team also worked closely with Equator to refine the die lines for consistent functionality and brand integrity once the bag is filled and sealed.
Fong added that the Equator Coffees brand is defined by its core red, black, and white colors, making it crucial to get the vibrant red just right in the rebrand. “We wanted it to pop while keeping the black and white balanced without feeling too heavy,” he said.
With packaging colors, what appears on a digital screen can differ significantly from the final printed result, according to Li. TricorBraun Flex’s Graphics Coordination Team proactively guided Equator Coffees through the color-matching process, providing multiple ink drawdowns to confirm accuracy of the packaging’s artwork. This attention to detail, in turn, helped Equator maintain brand equity and continue to resonate with its consumer base.
“Our team has been able to really push the Equator Coffees brand forward, and our partnership with TricorBraun Flex — especially in the rebranding of our packaging — has played a key role,” said Fong.
The successful collaboration between Equator and TricorBraun Flex brought the brand’s bold vision to life so that every bag reflects the “heart and soul” as richly as the coffee inside.
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