Paulig Mundo

Paulig is one of Finland’s leading coffee brands, known for its good taste as well as its longstanding commitment to sustainability. They came to us to help reduce the complexity in their portfolio and create a new range that amplifies their sustainability credentials as a differentiator in the market in this competitive and busy category. 

In Finland, where coffee consumption is a way of life and part of the national culture, this new range needed to speak directly to the Finnish passion for coffee whilst amplifying their commitment to sustainability.

We understood that Pauligs audience are not just consumers, they’re also coffee connoisseurs on a journey to explore the world through coffee. They crave more sophisticated offerings, exotic flavours, and an opportunity to impress with their knowledge of origin, quality, and craft. 

So for these consumers, coffee is more than a hot beverage - it's a conscious experience. 

We helped Paulig Coffee merge its much-loved Origins and Mundo ranges to create a single, stronger product line that reflects its values of sustainability, ethical sourcing, and rich flavour. This new hero range celebrates coffee origins while providing an elevated sensory experience, featuring a stronger positioning in a market where differentiation is key.

The creative and design elements of the new range fuse tradition with innovation, showcasing vibrant, region-inspired visuals. Each coffee variety celebrates its country of origin with colourways and animal illustrations that are symbolic to the region. These visuals are designed to evoke a ‘feel-good’ response, reflecting the brand’s ethos of delivering good coffee that also does good. The approachable and friendly animal illustrations are designed to driving connection with consumers, ensuring the product resonates emotionally while standing out on the shelf.