Costa has partnered with Slice Design to develop innovative packaging design for Costa Roast and Ground varieties, in order to portray the drink as a simple choice at home.
Slice Design creative director Alan Gilbody said it aimed at capturing the Barista skill of barista on the pack through the relevant tricks meant to target coffee lovers.
The new design builds upon the current wave icons and red color palette for easy recognition.
"By incorporating core Costa design equities – the red and the waves – the brand is quickly and easily differentiated as the brand for coffee lovers." added Gilbody.
Costa Roast is reportedly a result of collaboration between Kraft Foods and Costa, which is a foray into multiples.
Slice Design was chosen based on the previous projects with Kraft last year.