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Eight O’Clock Coffee reveals its new look

US-based Eight O'Clock Coffee has been given a new look to bring it firmly into the 21st century. The new packaging will be making its way on to retail shelves as early as next week on an item by item basis.

Eight O’Clock Coffee senior brand manager Alisa Jacoby said that new packaging unifies their brand family in a contemporary, more appetite appealing fashion while maintaining key equities appreciated by their current consumers.

The brand’s logo has been refreshed while keeping its classic feel, making it easy for consumers to identify on shelf.

The bags will retain their familiar color coding for the brand’s many varieties: red for Original, brown for 100% Colombian, violet for Dark Italian Roast, black for Bokar, and so on, but the color will no longer dominate the entire bag.

Now, all bags in the Eight O’Clock Coffee family will have a subtly textured light background, with color coding contained in a box on the front of the bag around the variety name as well as on the sides of the bag.

Photography and color callouts on packages will differentiate between ground and whole bean varieties.