Little's gets a new look

Little's gets a new look

It’s an exciting day in the Little’s office. In fact, it’s one of the most exciting and important days yet in the history of Little’s coffee. We’ve been busy over the last few months working on a whole new look for Little’s coffee, and today the new packaging officially launches. Eek! We couldn’t be more excited to share our makeover with you. Read on to find out more about why we’ve changed things up and how you can get your hands on the very first new jars.





Eye-catching design

We wanted to own a unique visual space within the coffee category. Our jars are small and shoppers grant us a fraction of a second when scanning the shelf – if we’re lucky. We need to grab their attention. When considering the visual language for the new look of Little’s we wanted to go back to basics; to consider, colour, shape and typography. This gave birth to the simple, but effective concept of assigning a pattern and a simple colour palette to each flavour and rely on strong, classic typography.

We have 14 flavours in the range and product differentiation is always a challenge for us. This concept solves the problem with each product owning a distinct colour and shape combination.

Premium instant coffee

We use the very best Arabica coffee we can get our hands on and the very best quality ingredients we can source too. We needed our packaging to reflect the coffee’s premium quality, so our inspiration for the visual style was borrowed from premium “bean-to-bar” chocolate brands who have been extremely successful at conveying quality credentials whilst also communicating the difference in flavour. We also changed the lid to aluminium to add to the premium cues. More about that below!

Plastic-free packaging

We have moved to 100% aluminium lids and packaging which means we are now plastic-free. Yay! We are the first instant coffee brand to offer 100% plastic-free packaging. Glass is highly recyclable (and therefore has a relatively low total carbon lifecycle), whilst aluminium is infinitely recyclable. In fact, 75% of all aluminium ever produced is still in use today, most of which was mined in the 1800s! That’s remarkable.

We hope you love the new packaging as much as we do. Our awesome new packaging will be phased into stores near you throughout January, but if you really can’t wait that long, our new jars are available right now here. Yay!