Procter & Gamble has introduced Folgers’ first entry into the gourmet coffee market in an attractive package created with assistance from brand design agency Libby Perszyk Kathman (www.lpk.com). Folgers Gourmet Selections™ includes ground and whole-bean varieties such as Vanilla Biscotti, Lively Colombian, Morning Café, Espresso Roast, Hazelnut Crème, Chocolate Truffle and Caramel Drizzle. The line went into national distribution in September and has a suggested retail price of $5.99 per 12-oz package. Brands like Folgers are often geared to the “home kitchen,” but the new, premium line is aiming at a different, more upscale audience than is the “regular Joe,” says P&G. 

Produced and printed by Fres-co System USA, Inc. (www.fresco.com), the sleek, luxurious pouches display sophisticated foil printing and the metallics of a spot gold on a signature color palette with a sunrise pattern to convey a premium, gourmet look. LPK helped to develop the visual identity and package graphics, and created sample packaging and marketing communications materials for the new coffee line.

Expanding on the existing Folgers brand equities, the package graphics carry the brand’s identity with a distinctive feel that signals that these premium coffee blends are still meant for everyday but have a flair of upscale enjoyment. Core brand equity elements were retained, such as the signature-white Folgers logotype, the sun-and-mountain graphic and the color red, but were combined with warm tones and refined typographic treatments to maximize shelf impact and communicate the distinctive varieties within the line.

The sleek standup foil-based pouch substrate is gravure-printed in eight colors, including the gold. Prepress work was handled by Schawk Graphics (www.schawk.com). The new packaging and gourmet-inspired flavors are sure to wake up consumers.