Turner Duckworth has created a new modernized design and packaging for British coffee roaster Taylor of Harrogate. The 'Especially For' range was developed to bring a refreshing simplicity to the complex coffee category. Turner Duckworth brought fresh eyes to the brand, designing packaging that blends both clarity and authenticity.
The agency created a pleasantly simplistic design while still encompassing the quality and character of the range. Keeping the end drink in mind, the Turner Duckworth team used a direct visual approach, making the coffee selection process that much smoother for busy coffee drinkers.
The packaging itself features hand-painted typography denoting the type of coffee in each pack, which allowed the agency to capture the unique qualities of the brewing process such as the soft pressing of a Cafetière and the velvety swirls of a Latte.
"We wanted to capture not only the expressiveness of each flavor in the product range, but also pay homage to the roots of Taylors of Harrogate by incorporating design elements reminiscent of Yorkshire," said Miles Marshall, Creative Director at Turner Duckworth. "Inspired by the craft of hand-painted sign-writing which can still be seen throughout the region, we created intricate art on the packs to amplify the artistic essence of the brand."
Taylors has also worked with Turner Duckworth to build on and evolve the brand mark. The introduction of the roof profile is a nod to the beginnings of the Taylors of Harrogate brand, creating a distinctive and recognizable presence on the shelf.