Refreshing Coffee Packaging

Since 1959 Coffex Coffee Roasters have roasted delicious coffee beans in Melbourne, winning numerous accolades in their pursuit of the perfect roast.

– Packaging
– Brand Strategy
– Identity Design
– Digital Design


Coffex Coffee Roasters recognised that history alone would not guarantee their survival in the competitive Melbourne coffee scene. With numerous boutique coffee roasters eroding their market share, Coffex challenged Fluid Branding to rethink how they might reposition their brand to be more distinctive.


Fluid developed a new brand strategy that addressed the need to compete. By leveraging their considerable history and applying a new positioning that re-focussed the brand as a provider of expertise and knowledge. Fluid designed a refreshed logo and distinctive packaging with a unique tone of voice that built equity with an altruistic message.

New packaging across wholesale and retail and an eCommerce website with a wide range of consumer collateral elevated the brand beyond previous customer misconceptions and established the brand as clearly distinctive in the competitive landscape.


In the first 24 months since the brand refresh in 2014, Coffex Coffee Roaster's website saw a traffic increase of over 1000% while the brand has continued to grow, outlasting many of the boutique brands that were eroding market share back in 2013.

"The team at Fluid are truly fluid and nimble in turning around outstanding work every time. From the initial brainstorming sessions through to each stage of the rebrand for Coffex, Fluid was comprehensive and meticulous with every detail. They also provided excellent project management skills at every step of the way."

Rory Clark, Marketing Manager, Coffex Coffee


– Packaging
– Brand Strategy
– Identity Design
– Digital Design

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