Over the past couple of months we’ve been slowly spreading the news of our current/upcoming rebrand. We’ve been met with so much love, support and excitement for this new phase of Bluebird Coffee Roastery but also hesitation. Our current illustrative and fun packaging holds a special place in the hearts of our customers and understandably, we’ve been met with: okay, but how could you actually make it better?

We have loved our bright blue bags and illustrative labels for so long. They’re a bright pop of colour on kitchen counters, exciting to photograph and uplifting to look at. Each label is designed specifically for its coffee, mirroring the landscape of the place the coffee was grown and processed. The goal of this was clear: connect origin with the customer. In a fun, non-forceful kind of way, we wanted to bring origin to the counters of our customer’s kitchens and coffee bars.

It also reflects our own focus: highlighting flavours of origin and the quality of the green coffee we work with. We roast and brew our coffees to bring out the exceptional quality of the produce we get to work with. This means highlighting terroir and the work of the farmer and we wanted that reflected on our bags. Hence, a beautiful illustration of the landscape on the bag.

So, why are we changing it? Well, we’ve grown and changed a lot since the launch of Bluebird V2 in 2019. Our story started with a home roaster eager to share his vision for better coffee with the world, drinking as much of it himself as he possibly could and sending the rest off to neighbours and friends.

Today, we send coffee to every continent, we work with the best coffees from some of the most exclusive producers in the world and aim to increase our range of these coffees, our coffee sits on shelves next to the world’s best roasters, we have designed and built our own state of the art roastery, we work with some of South Africa’s best cafes, we have a world-class training center and quality control laboratory, we have won international coffee and media awards and we are a team of some of the most learned coffee professionals in South Africa. Although we have been guided by the same hand, things have changed a bit.

We want our bags to represent the place we are in right now and serve as the arrow to the future. Our values and anchor points remain the same: transparency, approachability, happiness and fun. Our new branding is still colourful and eye-catching, but a little bit more mature and sophisticated. We source, roast and share some of the best coffee in the world and as our coffee offering and our team develops more and more, our packaging needs to reflect this.

It comes down to the fundamentals of product packaging: packaging needs to reflect the experience the customer will have with the product. We have always aimed to reflect the remarkable substance and quality of our coffee in how it looks and feels to our customers.

It’s important that our packaging is exceptional because the product it houses is exceptional.
We’ve grown out of a lot of what defined us just a few short years ago, and our packaging and brand identity is one of those things. We are so excited to share Bluebird V3 with you!