ABOUT

As the nation that consumes the most coffee per person than anywhere else in the world, coffee is deeply embedded in Finnish culture.

A household name in Finland, Paulig Coffee is renowned for its rich heritage and exceptional quality. However, as the brand's portfolio had grown, it had started to visually fragment, and the coffee market had become increasingly competitive.

To reinforce its position as category leader, Paulig needed a refresh to cut through the noise and appeal to the world's most demanding coffee drinkers. Crucial to its success was a new design system to unite the portfolio underneath one coherent masterbrand identity.

Drawing on Paulig’s iconic status, our new design balances tradition with contemporary appeal. Our flexible and distinctive new brand identity system has been designed to reflect the passion, authenticity, and craftsmanship behind the brand.

At the heart of this system is the "Pauligon’, a distinctive brand asset that has been elevated to sit in the centre of the pack and used in off-pack executions to offer consumers a window into the Paulig world. The Pauligon is supported by a new super graphic, creating a striking and cohesive presence across all touchpoints. A carefully curated colour palette reinforces brand recognition, while embodying the values of authenticity, quality, and flavour exploration.

The result is a revitalised and unified Paulig Coffee, solidifying its iconic status whilst connecting with a new generation of coffee enthusiasts seeking a deeper, more meaningful coffee experience.