Granell Coffee
Granell Coffee is a company founded in 1940 which, ever since, has specialised in the roasting, packaging and distribution of coffee. It has its own sales network both nationally and internationally. The company exports to countries such as China, Germany, Poland, Romania, Russia, Greece, Jordan, Iran, the United Arab Emirates and Saudi Arabia.
Packaging Design
THE CHALLENGE
Entering the world’s most competitive market
The strategic challenge for Cafés Granell was not merely a redesign, but the creation of a packaging system capable of opening up the US market for a Spanish brand. The challenge was to position the product in one of the most saturated and demanding markets on the planet, competing directly with local and international firms during the Christmas campaign—the period of peak consumption and competition in the year—where the design must act as the sole driver of trust and desire for a consumer who is not yet familiar with the brand.
THE STRATEGY
Visual Transcreation for the American Market
I developed a transcreative branding strategy, adapting the values of European heritage to the visual and consumer codes of the United States. The approach was based on three key pillars:
Aesthetic Appeal and ‘Giftability’
I designed packaging based on the concept of a ‘premium gift’, enhancing the product’s sophistication to align it with the expectations of the high-end US market. The aim was for the packaging to command immediate attention on the shelves of trade fairs and specialist shops across the US.
Origin Narrative as a Distinguishing Feature
I used “Spanish Heritage” as a valuable asset, incorporating it into a clean, contemporary aesthetic that broke down barriers to entry and created an instant emotional connection with the English-speaking consumer.
Design for the peak season
The Christmas campaign called for maximum visual impact. I devised a system of hierarchies and finishes that ensured the necessary shelf impact to stand out in a context of total advertising saturation, helping consumers make a purchasing decision in a matter of seconds.
RESULT
A highly successful launch, with performance figures showing that the campaign resonated with the US market and significantly boosted the brand’s visibility in the country.
The packaging design was key to ensuring that this marketing campaign had the desired impact, not only in terms of branding, but also as a calling card to position the brand with the premium value sought in the American market.
‘David’s work was a great success and was very well received in the US market. The design was enthusiastically welcomed by our most discerning customers, garnering very positive feedback.’
Elena Granell
Export Manager
