The Story of Alma Coffee Told Through Our Bag Design

After recently being named the “Best New Roaster” of 2020 by MistoBox, we did some serious reminiscing on how far we’ve come as a company here at Alma Coffee. It’s hard to believe that only a few years ago we were hand-packaging roasted coffee in our parents’ basement for a fanbase of primarily friends and family (and often completely for free).  


Now, with 2021 still rife with possibilities to continue expanding our farm-to-cup mission, we wanted to dedicate an entire blog to reflect on our company’s history through an important aspect of the coffee business we rarely get to talk: our branding and packaging! 

Five bags of Alma Coffee, from the earliest design to the most recent design.

If you’ve ever heard the saying “you eat food with your eyes before your mouth” from someone like Guy Fieri on Food Network, then you may already understand why presentation is so important for selling any consumable good.  


We've found this saying to be especially true when it comes to packaging coffee, particularly when you want to express the full breadth of experience one has when brewing up their favorite light, medium, or dark roast. 

OUR FIRST COFFEE BAG DESIGN

If you’ve read our “About Us” page on the website, then you already know our journey as a coffee company began when our corporate careers ended: our desire to make a more positive impact on the world around us culminated in a spontaneous departure from our accounting careers and into vertically integrating coffee roasting with our legacy of generational family coffee farms.  


But, before any of this happened, we had to know if people would actually buy what we would be roasting.  


In 2018, After taking a trip to our family farms in Honduras, we came back to our corporate lives in Chicago with a few pounds of roasted coffee and a mission: let's package this coffee, come up with some branding that represented our family ties to coffee, and then find our market with free samples. This wasn’t exactly what you would call “home-roasting”—it was solely a test to see if single-origin Honduran coffee could work under our new, hypothetical coffee company “Copan Coffee Roasters.” (CCR) 

A brown paper bag of coffee.

Our first bag (above) encapsulates this moment in our journey fairly well: the bags were ordered directly from Amazon, the logo was designed on VistaPrint, and the labels were created by Leticia on Word. It was, in every sense of the word, an exciting startup operation. 

FROM CHICAGO TO GEORGIA

After giving out our first round of sample batches to friends, family, and co-workers for free, the market for single-origin Honduran coffee became apparent. People LOVED our single-origin Honduran coffee roast, and they were even wondering if they could pay us (with actual money!) to make them more coffee. 


We can all agree that our master roaster, Harry Hutchins, is the metaphorical heart that pumps the metaphorical blood to our not-so-metaphorical coffee consumers at Alma Coffee. Even in the Copan Coffee Roasting days of our company we knew this pairing of Honduran coffee with Harry’s roasting skills were special, but how could we represent this in our packaging to our new customers? 

Multiple bags of coffee on left, our company master roaster, Harry, on right.

That’s when we knew we had to get serious. So, in a very spontaneous series of events, we quit our jobs in Chicago, packed up our roasting equipment, and headed down south to Georgia to start up what would soon become Alma Coffee.  


Starting out of Leticia’s parents’ basement, Copan Coffee Roasters scaled up operations to meet the growing demand for Honduran coffee. As Harry began dialing in our first roast (which would later become Soulmate), we knew we needed to design better bags to sell our coffee! 


Our second bag design (below), much like the first, perfectly captured the moment in time we found ourselves in as a startup coffee roaster. With slightly beefed-up packaging from a different bag manufacturer, we created an official website and social presence for CCR. We then designed a label that captured the basics of what we were trying to sell: the CCR logo, coffee roasting profile, tasting notes, washing process, and country of origin.  

Brown Paper Bag of Coffee with Label that states "Finca La Unica"

Although we were excited about this new journey we were officially embarking on, we still had quite a way to go before we could officially call ourselves a “successful” business, and part of our adolescent awkwardness as a company was becoming clear as actual customers started responding to our branding on the second bag design. But hey, adolescent awkwardness is part of any startup's success story, right? 


From mispronunciations of “Copan” [coh-pan/coo-pan/ca-pAN] to the occasional “your logo kind of looks like a coffee mug stained the bag," we realized the inevitable—a serious rebranding was vital to our future growth as a company.  

THE ALMA REBRANDING

Like we mentioned at the beginning of this blog, people eat food with their eyes before they eat it with their mouths. Likewise, we knew that even if we had the greatest tasting coffee on the planet, we also had to sell the idea of our coffee effectively to get people to drink it. The name “Copan Coffee Roasters,” as endearing as it was, wasn’t exactly the most marketable title for our startup, and so the idea of a full re-brand started gaining traction. 


As we looked for retail locations to expand our coffee roasting company into café spaces through the Cherokee Office of Economic Development, we were introduced to Tom Cox, a local graphic design legend who has created or influenced virtually every delightfully designed logo in and around Woodstock, GA since he left Coca-Cola a few decades ago.  


Tom was an absolute pleasure to work with from Day 1: after talking with him about our story as coffee roasters and our mission to improve lives, sustainably source and roast, and produce extraordinary coffee through direct-trade relationships, Tom blew us away with many, many possibilities.  

THE (FIRST) FINAL BAG DESIGN

We began the process of brainstorming new logos and bag designs with Tom as we left the US to take a yearly origin trip to our family coffee farms in Honduras. As we settled in for a few weeks of farming in Copan, Tom sent us the first prototypes of what would soon become our new company logo.  


We decided, especially after being exposed to the picturesque geography and wildlife of Copan, Honduras, that a focus on the Macaw bird—the national bird of Honduras that can be found in the same region our family farms are located—would visually capture the tone & tenor we were trying to craft as direct-trade roasters.  


At the same time, the name “Alma” began growing on Harry and Leticia for several reasons: 1.) Alma means “soul” in Spanish, and that’s exactly what we put into our coffee in the entire farm-to-cup process, 2.) Alma is a feminine noun in Spanish, and 3.) The name “Alma” is easier to pronounce and remember than “Copan.” 


And so, after only two additional mock-ups based on our feedback, Tom produced THE logo and first semblance of a bag design that you probably recognize today: 

Brown paper coffee bag, Alma's third bag design.

THE (ACTUAL) FINAL BAG DESIGN

After we ran out of the brown paper bags that became a staple of our first three bag designs, we knew the bag itself—and not just the logo or sticker—would need some serious upgrading to match our new, crisp Alma branding. 


After working more with Tom, we landed on the classic blue Alma bag as our first official bag design (below). 

The blue Alma coffee bag

Since our official switch to Alma Coffee from Copan Coffee Roasters, we feel as though our bag design wholly captures what we set out to accomplish from day 1: vertically integrating coffee roasting with our family legacy of coffee farming.  


However, that doesn’t mean that things haven’t changed since Tom Cox created the first version of the Alma bag and logo. About half a year after we started bagging coffee under the Alma branding, we decided to make alterations to the sides of the bag. 

 

As you can see (below), we decided to add a simple but accurate visual map of the route our direct-trade takes from our farms in Honduras to the port of Savannah here in GA, once again designed by the talented Tom Cox. This addition was intended to bring greater awareness for the farm-to-cup process to our end consumer.  

Two bags of Alma Coffee beside each other

Still, even as we are nearing almost two years of existence as Alma Coffee, our transformation as a company (especially told through our bag evolution) has been both drastic and exciting. 


Even to this day we continue to brainstorm ways in which we could improve our branding as direct-trade coffee roasters. Our 5 lb. bag labels, for instance, are getting a serious overhaul with the help of Tom in a few short months, and we are always open to feedback, criticism, or suggestions to improve our branding appeal across all of our packaging and merchandise! 


We hope that you found this blog to insightful in a lot of ways, especially if you are considering a rebranding for your own small business! Pick up a bag of Alma Coffee today and witness the power of our visual branding for yourself, and don't forget to leave a comment below and subscribe to our newsletter to get notified when our latest blog posts drop. 💙

18 comments

  • My name’s Eric and I just came across your website – myalmacoffee.com – in the search results.

    Here’s what that means to me…

    Your SEO’s working.

    You’re getting eyeballs – mine at least.

    Your content’s pretty good, wouldn’t change a thing.

    BUT…

    Eyeballs don’t pay the bills.

    CUSTOMERS do.

    And studies show that 7 out of 10 visitors to a site like myalmacoffee.com will drop by, take a gander, and then head for the hills without doing anything else.

    It’s like they never were even there.

    You can fix this.

    You can make it super-simple for them to raise their hand, say, “okay, let’s talk” without requiring them to even pull their cell phone from their pocket… thanks to Talk With Web Visitor.

    Talk With Web Visitor is a software widget that sits on your site, ready and waiting to capture any visitor’s Name, Email address and Phone Number. It lets you know immediately – so you can talk to that lead immediately… without delay… BEFORE they head for those hills.

    CLICK HERE https://jumboleadmagnet.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    Now it’s also true that when reaching out to hot leads, you MUST act fast – the difference between contacting someone within 5 minutes versus 30 minutes later is huge – like 100 times better!

    That’s what makes our new SMS Text With Lead feature so powerful… you’ve got their phone number, so now you can start a text message (SMS) conversation with them… so even if they don’t take you up on your offer right away, you continue to text them new offers, new content, and new reasons to do business with you.

    This could change everything for you and your business.

    CLICK HERE https://jumboleadmagnet.com to learn more about everything Talk With Web Visitor can do and start turing eyeballs into money.

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – you could be converting up to 100x more leads immediately!
    It even includes International Long Distance Calling.
    Paying customers are out there waiting.
    Starting connecting today by CLICKING HERE https://jumboleadmagnet.com to try Talk With Web Visitor now.

    If you’d like to unsubscribe click here http://jumboleadmagnet.com/unsubscribe.aspx?d=myalmacoffee.com

    Eric Jones
  • SPORTSTOTO7.COM
    https://www.rprofi.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    https://adengine.old.rt.ru/go.jsp?to=https://sportstoto7.com/
    http://www.rucem.ru/doska/redirect/?go=https://sportstoto7.com/
    https://www.ruchnoi.ru/ext_link?url=https://sportstoto7.com/
    http://ruiframe.ru/out.php?link=https://sportstoto7.com/
    http://www.runiwar.ru/go?https://sportstoto7.com/
    https://rusq.ru/go.php?https://sportstoto7.com/
    http://2010.russianinternetweek.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    https://www.russianrobotics.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    http://www.ryterna.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    http://rzngmu.ru/go?https://sportstoto7.com/
    https://s-online.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    http://samaraenergo.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    https://www.samovar-forum.ru/go?https://sportstoto7.com/
    http://san-house.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    https://sbereg.ru/links.php?go=https://sportstoto7.com/
    https://sellsee.ru/pp.php?i=https://sportstoto7.com/
    http://www.semtex.ru/go.php?a=https://sportstoto7.com/
    http://sennheiserstore.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    https://seoandme.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    http://visits.seogaa.ru/redirect/?g=https://sportstoto7.com/
    https://www.serie-a.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    https://www.sgvavia.ru/go?https://sportstoto7.com/
    http://shckp.ru/ext_link?url=https://sportstoto7.com/
    https://www.shtrih-m.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    https://www.sibpsa.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    https://sibran.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    http://simvol-veri.ru/xp/?goto=https://sportstoto7.com/
    https://www.sinetic.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    http://sintez-oka.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    https://skamata.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    https://skibaza.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    http://www.skladcom.ru/(S(qdiwhk55jkcyok45u4ti0a55))/banners.aspx?url=https://sportstoto7.com/
    http://mias.skoda-avto.ru/bitrix/redirect.php?event1=news_out&event2=&goto=https://sportstoto7.com/
    https://smartservices.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    http://smartsourcing.ru/link?https://sportstoto7.com/
    https://smolkassa.ru/?b=1&r=https://sportstoto7.com/
    http://portalnp.snauka.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    https://www.sobyanin.ru/metrics/r/?muid=b10710a6-9c4e-469f-8dce-4a37ef6b646b&category=4bd2ab6d-286b-4cec-84c4-89728dedb630&url=https://sportstoto7.com/
    https://socport.ru/redirect?url=https://sportstoto7.com/
    http://www.sofion.ru/banner.php?r1=41&r2=2234&goto=https://sportstoto7.com/
    http://solo-center.ru/links.php?go=https://sportstoto7.com/
    https://sovaisova.ru/bitrix/redirect.php?event1=2009_mainpage&event2=go_www&event3=&goto=https://sportstoto7.com/
    https://www.spacioclub.ru/forum_script/url/?go=https://sportstoto7.com/
    https://spartak.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    http://school364.spb.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    https://spb90.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    http://spbstroy.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    http://speakrus.ru/links.php?go=https://sportstoto7.com/
    http://staldver.ru/go.php?go=https://sportstoto7.com/
    http://www.stalker-modi.ru/go?https://sportstoto7.com/
    https://www.star174.ru/redir.php?url=https://sportstoto7.com/
    https://staten.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    https://stav-geo.ru/go?https://sportstoto7.com/
    http://stopcran.ru/go?https://sportstoto7.com/
    https://store-pro.ru/go?https://sportstoto7.com/
    https://strelmag.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    https://stroim100.ru/redirect?url=https://sportstoto7.com/
    https://stroymet-shop.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    https://stroysar.ru/links.php?go=https://sportstoto7.com/
    http://stroysoyuz.ru/bitrix/rk.php?goto=https://sportstoto7.com/
    http://studioad.ru/go?https://sportstoto7.com/
    http://supcourt.ru/bitrix/redirect.php?goto=https://sportstoto7.com/
    http://www.survivalbook.ru/forum/go.php?https://sportstoto7.com/
    https://sutd.ru/links.php?go=https://sportstoto7.com/
    http://www.sv-mama.ru/shared/go.php?url=https://sportstoto7.com/
    https://sportstoto7.com/
    https://www.eatthis.com/?s=https%3A%2F%2Fsportstoto7.com%2F
    https://www.nbcnews.com/search/?q=https%3A%2F%2Fsportstoto7.com%2F
    https://discover.hubpages.com/search?query=https%3A%2F%2Fsportstoto7.com
    https://en.wikipedia.org/w/index.php?search=https%3A%2F%2Fsportstoto7.com%2F&title=Special:Search&profile=advanced&fulltext=1&ns0=1
    https://wordpress.org/search/https%3A%2F%2Fsportstoto7.com%2F/
    https://www.istockphoto.com/nl/search/2/image?phrase=https%3A%2F%2Fsportstoto7.com%2F
    https://github.com/search?q=https%3A%2F%2Fsportstoto7.com%2F&type=https%3A%2F%2Fwww.youtube.com%2Fresults%3F
    https://play.google.com/store/search?q=https%3A%2F%2Fsportstoto7.com%2F
    https://globoplay.globo.com/busca/?q=www.sportstoto7.com
    https://www.hugedomains.com/domain_search.cfm?domain_name=www.sportstoto7.com
    https://www.brandbucket.com/search?q=www.sportstoto7.com
    https://www.webmd.com/search/search_results/default.aspx?query=www.sportstoto7.com
    https://www.humboldt.edu/results?cx=016116879625100262331%3Anyxfuocjlyc&cof=FORID%3A11&gq=www.sportstoto7.com
    https://www.who.int/home/search?indexCatalogue=genericsearchindex1&searchQuery=www.sportstoto7.com&wordsMode=AnyWord
    https://github.com/composer/composer/search?q=www.sportstoto7.com
    https://www.sciencedirect.com/search?qs=www.sportstoto7.com
    https://www.yuchip-led.com/?s=www.sportstoto7.com
    https://open.letters.international/_/searchquery=www.sportstoto7.com&scope=site&showTabs=false
    https://training.seer.cancer.gov/search?q=https%3A%2F%2Fsportstoto7.com%2F
    https://www.maoritelevision.com/search/all/https%3A//sportstoto7.com/
    https://www.maoritelevision.com/search/all/https%3A//sportstoto7.com/
    https://www.tvnz.co.nz/search?q=https%3A%2F%2Fsportstoto7.com%2F
    https://web.archive.org/web/20220317090539/https://sportstoto7.com/
    https://www.sbs.com.au/search?query=https%3A%2F%2Fsportstoto7.com%2F&p=1
    https://search-beta.abc.net.au/#/?query=https%3A%2F%2Fsportstoto7.com%2F&page=1&configure%5BgetRankingInfo%5D=true&configure%5BclickAnalytics%5D=true&configure%5BuserToken%5D=anonymous-472a3745-320a-475e-822a-c3beac643ccb&configure%5BhitsPerPage%5D=10
    https://www.srf.ch/programm/tv/suche?q=https%3A%2F%2Fsportstoto7.com%2F
    https://code.google.com/archive/search?q=https:%2F%2Fsportstoto7.com%2F
    https://www.ncbi.nlm.nih.gov/pmc/?term=https%3A%2F%2Fsportstoto7.com%2F
    https://orthoinfo.aaos.org/en/search/?q=https%3A%2F%2Fsportstoto7.com%2F

    토토사이트
  • Hi, Eric here with a quick thought about your website myalmacoffee.com…

    I’m on the internet a lot and I look at a lot of business websites.

    Like yours, many of them have great content.

    But all too often, they come up short when it comes to engaging and connecting with anyone who visits.

    I get it – it’s hard. Studies show 7 out of 10 people who land on a site, abandon it in moments without leaving even a trace. You got the eyeball, but nothing else.

    Here’s a solution for you…

    Talk With Web Visitor is a software widget that’s works on your site, ready to capture any visitor’s Name, Email address and Phone Number. You’ll know immediately they’re interested and you can call them directly to talk with them literally while they’re still on the web looking at your site.

    CLICK HERE http://jumboleadmagnet.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    It could be huge for your business – and because you’ve got that phone number, with our new SMS Text With Lead feature, you can automatically start a text (SMS) conversation – immediately… and contacting someone in that 5 minute window is 100 times more powerful than reaching out 30 minutes or more later.

    Plus, with text messaging you can follow up later with new offers, content links, even just follow up notes to keep the conversation going.

    Everything I’ve just described is extremely simple to implement, cost-effective, and profitable.

    CLICK HERE http://jumboleadmagnet.com to discover what Talk With Web Visitor can do for your business.

    You could be converting up to 100X more eyeballs into leads today!

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    CLICK HERE http://jumboleadmagnet.com to try Talk With Web Visitor now.

    If you’d like to unsubscribe click here http://jumboleadmagnet.com/unsubscribe.aspx?d=myalmacoffee.com

    Eric Jones
  • Good day,

    My name is Eric and unlike a lot of emails you might get, I wanted to instead provide you with a word of encouragement – Congratulations

    What for?

    Part of my job is to check out websites and the work you’ve done with myalmacoffee.com definitely stands out.

    It’s clear you took building a website seriously and made a real investment of time and resources into making it top quality.

    There is, however, a catch… more accurately, a question…

    So when someone like me happens to find your site – maybe at the top of the search results (nice job BTW) or just through a random link, how do you know?

    More importantly, how do you make a connection with that person?

    Studies show that 7 out of 10 visitors don’t stick around – they’re there one second and then gone with the wind.

    Here’s a way to create INSTANT engagement that you may not have known about…

    Talk With Web Visitor is a software widget that’s works on your site, ready to capture any visitor’s Name, Email address and Phone Number. It lets you know INSTANTLY that they’re interested – so that you can talk to that lead while they’re literally checking out myalmacoffee.com.

    CLICK HERE http://talkwithwebtraffic.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    It could be a game-changer for your business – and it gets even better… once you’ve captured their phone number, with our new SMS Text With Lead feature, you can automatically start a text (SMS) conversation – immediately (and there’s literally a 100X difference between contacting someone within 5 minutes versus 30 minutes.)

    Plus then, even if you don’t close a deal right away, you can connect later on with text messages for new offers, content links, even just follow up notes to build a relationship.

    Everything I’ve just described is simple, easy, and effective.

    CLICK HERE http://talkwithwebtraffic.com to discover what Talk With Web Visitor can do for your business.

    You could be converting up to 100X more leads today!

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    CLICK HERE http://talkwithwebtraffic.com to try Talk With Web Visitor now.

    If you’d like to unsubscribe click here http://talkwithwebtraffic.com/unsubscribe.aspx?d=myalmacoffee.com

    Eric Jones
  • Tremendously stimulating details you’ll have remarked, thanks so much for publishing.
    Take a look at my homepage – https://711casino.net/

    카지노사이트

Leave a comment