Consider the tube.
Webster’s dictionary defines the word “pipe” as a hollow, elongated structure, usually cylindrical and forming a narrow channel. The celebrated tubes of contemporary times include the tube sock, the top of the tube, the inner tube and the vacuum tube, which is an crucial technological part of amplifiers, radios and televisions before solid-state. The American cow-funk jam band Phish has a song titled “Pipe” and an experimental art rock group called Pipesbased in San Francisco, introduced the world to Vince Welnick, who became the last keyboardist of The Grateful Dead.
Klystron tubes are crucial for creating particle accelerators. Fallopian tubes are crucial for the emergence of human life. The medical magnetron tube powered British radar during World War II. But today’s tubular inquiry brings us to work Wonderstate Coffeewhose stunning recent coffee packaging takes full advantage of the tube in all its aspects. The coffee tube as a packaging container offers convenience, tactile comfort and an elegant, non-discursive design fluidity. We are attracted to pipes because we were born from them. To learn more, we spoke with Wonderstate Coffee brand president Bobbi Griffin.
Hi Bobbi – we really love these tubes. What was the inspiration for this project?
Historically, our single-origin program has been no different from our mixed-origin program. Our goal with this recent packaging was to highlight our single sources, differentiating our higher end offerings.
The selected forms are to be elegant, plain and allow for highlighting critical information about the manufacturer, even more than our simplified brand name. We’ve repurposed colors from our seasonal blend program, a subtle nod to our ever-changing selection of fresh crops. Often seen on a broad spectrum, these colors also indicate the wide range of character of the coffees within.
Finally, we wanted to offer a smaller size option, sparking the curiosity (and affordability) of trying multiple coffees together – an exercise that highlights the individual expression of the coffees and the work of the producers.
Who designed it?
Our internal product team and Inventive Manager Neal Olson collaborated to bring these offerings to life.
From the first vision to the final product, how long did the design process take?
Work on this product took almost two years. We took the time to find a partner who would produce our packaging in line with our vision.
Tell us about some of the details of your favorite project.
The design is intended to be subtle so as to highlight the manufacturer’s name and strenuous work. We are joyful that our brand is taking a backseat to the people who put most of the work into producing coffee inside.
We wanted our recent design to stand out and clearly distinguish our single roots from our other programs. Our tubes maintain a subtle line thanks to our blends; a white-on-white kintsugi crack, a nod to our company’s rebranding from Kickapoo Coffee and building a recent identity.
How does the packaging design reflect the company’s overall branding and message?
We hope to provide thoughtful industry leadership by confirming that well-produced and processed coffee does not have to be stored in plastic or metal-lined bags at the expense of sustainability. For us, on-site recycling is still the gold standard of sustainability because almost everyone has access to it, compared to compostable materials made from corn or soy which require infrastructure to decompose.
Are there key packaging elements to educate the consumer?
We strive to provide as much transparency and specificity as possible to producers and each coffee on the label.
Are any of the packaging materials recyclable or compostable?
Since our definition of the word “fresh” has changed, resting coffee is a priority. This packaging does not have any oxygen-resistant plastic layers, which allows the coffee to breathe and be enjoyed without long periods of rest.
Sustainability was at stake. We wanted to utilize uncompromisingly sustainable materials, focusing on reuse and recycling. The tube is made entirely of paper and is 100% recyclable. Due to the sturdy construction of the pipes, they can be reused if not recycled.
Where can you buy it?
The coffee flight is available on our website online store only. Single origin individual tubes are available in our online store, at Wonderstate Cafes and from our wholesale cafe partners.
Thank you.
