G.Charalambous Cypriot Coffee

Innovation | Leo Burnett Cyprus

Aglantzia, Cyprus

One of our clients G. Charalambous, the oldest coffee roaster in Cyprus, since 1943, decided it was time to revive the Cypriot-type coffee category and connect with the younger consumer. Our challenge was to bring a traditional product closer to millennials while maintaining its values and traditions.

With our long experience in strategy creation, we have successfully redesigned the Packaging for Charalambous Cypriot coffee and helped our client re-energize the Cypriot coffee category. Our starting point, as always, was consumer research. Firstly, we conducted focus groups to understand consumer perceptions, thoughts and behaviors towards the Cyprus coffee segment, to help us create our strategy.

We then went to the drawing board and created some new package concepts, which again we tested through research. The 3 packages, finally selected after 2 phases of qualitative research, highlight the Cyprus folk art through the “Fidkiotiko” design, with the traditional Cyprus coffee cup as centre piece as it that has a special place in everyone’s hearts. It “speaks” to even the youngest audience, as it reminds them of moments from their childhood with grandparents and many more warm memories with loved ones. In terms of color, the basic packaging of the classic coffee is based on the company’s corporate colours for better recognition. Finally, the new addition to the packages was to include instructions on how to brew the best Cyprus coffee