Zuivere Koffie

Design: Metsä Board
Location: Finland
Project Type: Produced
Client: Zuivere Koffie
Product Launch Location: Europe
Packaging Contents: Coffee
Packaging Substrate / Materials: Paperboard

When Dutch coffee brand, Zuivere Koffie, was developing a new range of coffees, they wanted packaging to be both sustainable and attractive. They collaborated with Metsä Board, the leading European producer of premium fresh fiber paperboards and part of the Metsä Group along with converter, Remmert Dekker Packaging. Five different printed designs – one for each of the coffees in the range – were produced, providing strong social impact and a great brand story.

“Our goal was to create an outstanding coffee package in a highly competitive coffee market. The package needed to draw attention and support the special story of our coffee”, says Linda Tammerijn, Managing Director, Koffiebranderij Zuivere Koffie, the only organic coffee brand in the world roasted in a prison. Zuivere Koffie offers motivated current and former prisoners a second chance by learning a new craft. Through employment in its coffee roastery and coffee bars, the company gives its workers a fair chance of a successful return to society.

With such a strong story to tell, getting the right look and feel of the packaging was critical. The company’s branding is a tattoo style, rich with symbolism. Because of its superior stiffness and excellent sensory and hygienic properties, MetsäBoard Classic FBB 290 g/m2 was selected. For maximum impact, thickening bubble spot UV varnish was used to enhance the graphic artwork lines printed on the uncoated side and produce the desired tactile effect.

Metsä Board’s paperboard provided high performance in printing and converting. “Application of UV thickening varnish on uncoated board is challenging, especially on the creases,” explains Willem Kooijman, Sales Representative from Remmert Dekker Packaging that printed and converted the packaging.

Clever packaging design also helped the company to realize its sustainability goal. Ninety-nine percent of the world’s coffee packaging has an aluminum interior and a plastic exterior and therefore cannot be recycled. Zuivere Koffie’s plastic packaging has a unique patented plastic valve, which can be recycled with plastic. MetsäBoard Classic FBB, used for the outer packaging, was printed with environmentally friendly inks and can be easily recycled after the use.