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Challenge
Paulig is one of Finland’s leading coffee brands, recognised for both its exceptional taste and long-standing commitment to sustainability. In a highly competitive and fast-moving coffee market, Paulig sought to simplify its portfolio while amplifying its sustainability credentials as a key differentiator. Despite an authentic heritage and ethical sourcing practices, the brand faced the challenge of creating a more cohesive and compelling identity that resonated with its consumers.

Our task was to refine and unify the Paulig Mundo range, transforming it into a flagship offering that clearly communicated its values and to reinforce its leadership in sustainable coffee.

Insight
In Finland, coffee isn’t just a drink—it’s a cultural cornerstone. As one of the world’s highest per capita coffee consumers, Finnish audiences have a deep appreciation for quality, craft, and authenticity. This new range needed to connect with their passion for coffee while championing Paulig’s sustainability mission.

We recognised that Paulig’s consumers are more than just coffee drinkers—they are connoisseurs seeking deeper engagement. They crave sophisticated flavors, explore global origins, and take pride in their knowledge of ethical sourcing and craft. For them, coffee is more than a routine; it’s an experience to be savored and shared.

By aligning the range with the audience’s values, we positioned Paulig Mundo as the perfect choice for those who care about both exceptional taste and a positive impact on the planet.

Idea

Elevating Paulig Mundo to a hero range
To simplify and strengthen Paulig’s portfolio, we merged the much-loved Origins and Mundo ranges into a singular, more powerful product line. This allowed us to sharpen the brand’s positioning, reinforcing its dedication to sustainability while delivering a premium, globally inspired coffee experience.

A design that celebrates coffee’s origins
The new Paulig Mundo identity seamlessly blends tradition with innovation, capturing the rich heritage and distinct flavors of its coffee origins. Vibrant, region-inspired visuals serve as a storytelling device, bringing each coffee variety to life with striking colorways and animal illustrations that are emblematic of its country of origin.

Designed to evoke an emotional connection, the approachable and friendly animal motifs create a sense of warmth and familiarity, inviting consumers to embark on a sensory journey with each sip. The dynamic packaging design ensures strong shelf presence, making Paulig Mundo an instantly recognisable and compelling choice.

Impact
With a revitalised and cohesive identity, Paulig Mundo now stands as a beacon of ethical coffee, appealing to a new generation of conscious consumers. The refreshed range effectively bridges the gap between sustainability and superior taste, reinforcing Paulig’s leadership in responsible coffee sourcing.

Through bold storytelling, elevated design, and a renewed sense of purpose, Paulig Mundo not only delights coffee lovers but also inspires them to make a positive impact—one cup at a time.