The new Tasty Coffee packaging design focuses on a hand-drawn typeface and related icons. The careful craftsmanship of the packaging communicates the special quality of the product. The lettering, drawings and graphics in the instructions are meant to foster an authentic “coffee atmosphere”. Packs of different volumes are available for retail sale and use in cafés. The different blends are easily identified by brightly coloured labels. The rebranding has resulted in a 300 per cent increase of sales during the first three months.