This week saw the launch of “Halo,” a challenger coffee brand which aims to give people the world’s best coffee, in a way they want it, that’s best for the world. Halo is the world’s first fully compostable coffee capsule filled with the finest, rarest and most desirable fresh coffee roasted and ground to perfection. Compatible with any leading machine, Halo aims to give people the ultimate home coffee experience without compromising on taste, quality, convenience or the effect on the planet. Created by a world-class environmental design team, each Halo is made from a 100% natural blend of fibres including bamboo and paper that can simply be thrown in the home food bin. Every capsule biodegrades completely within 90 days, where an aluminium capsule can take 150 to 200 years.
To support the launch, Halo has created a suite of campaign assets that help people to visualise, understand and share the scale of the global coffee capsule problem. Halo has worked with Stink productions and the newly launched Creative Partnerships Team at JCDecaux to create a digital landfill. The digital landfill breathes life into the sheer volume of capsules sent to landfill every minute. It will air this week at Euston Station on Motion, JCDecaux’s unmissable landscape digital screen. This will be accompanied by a digital landfill website where people can delve deeper and learn more about the issues and a launch film.
Nils Leonard, Co-founder of Halo and former creative chairman of Grey London, created the brand, which was inspired by the notion of “new luxury,” a luxury that achieves beauty whilst retaining its conscience. He said: “The original capsule coffees were a triumph of design, placing espresso quality coffee in your home. But they forgot about the planet, leading to millions of tonnes of waste.”Anto Chioccarelli, Lead of Creative Partnerships, JCDecaux, added: “The Halo digital landfill is a brilliant example of out of home creative excellence and highlights a significant environmental issue delivered in a dramatic way.”
Richard Hardwick, Co-founder at Halo, said: “Most people don’t understand the irreversible damage coffee capsules are inflicting on the planet. Aluminium and plastic coffee capsules are very difficult to recycle so most end up in the bin and that’s why up to 75% are currently being sent to landfill every minute. It’s a design challenge no-one has cracked. Until now. I’ve been creating premium expresso for 23 years and capsules for over 10 years and this is the culmination of what I’ve been trying to deliver to coffee lovers for all this time.” Nils added: “I love brands. I’ve spent 20 years pushing brands that aren’t mine and I wanted to know what it was like to launch one of my own. I wanted to create a brand that started with a purpose, that people actually wished existed and that mattered in the world and that’s what I’ve done. A product that answers the massive challenges in the coffee capsule market – a lack of truly special coffee, packaged in a way that retains its incredible flavours and that doesn’t contribute to the landfill of waste the industry has created.”
Halo is packed with the world’s best coffees, all carefully, ethically and sustainably sourced and available in capsule format for the first time. The coffee is brewed from the Kopi Luwak Diamond bean, which is one of the world’s rarest and most expensive coffee beans. The range has also been launched with Halo’s signature Three Mountain Special Edition; a deep, complex espresso blend from three of the world’s tallest peaks (Kenyan Kilimanjaro, Columbian Andes and Nepalese Himalayan). Halo is available now for £10 per pack of 10.