US coffee brand Eight O'Clock Coffee, owned by The Eight O'Clock Coffee Company, is set to launch in a new sleek red packaging.
Eight O’Clock Coffee director marketing Alisa Jacoby said, "The Eight O’Clock Coffee brand ‘redress’ is a celebration of our beginnings and a look into the future as we continue to stay relevant in the coffee aisle."
The brand plans to introduce a new campaign, showcasing the redressed packaging in September 2013.
The Eight O’Clock Coffee brand revamp will be further supported by in-store initiatives and other consumer facing activity.
Eight O’Clock offers a full line of gourmet coffee varieties in ground and whole bean form as well as K-Cup packs for Keurig brewers.