Posted: 01/04/2015

Retro brand makeover for Little’s flavoured coffee

Littles chocolate orange coffee
Little’s new branding is influenced by its founders’ backgrounds

Flavoured coffee company Little’s has undergone a rebrand as it looks to gain more ground in the UK’s instant coffee market.

The new packaging design is inspired by the backgrounds of the Devon-based company’s founders Henry and Leila Little – from the US and Finland respectively. It incorporates influences from both Scandi design and retro American packaging from the 1940s and ‘50s.

Now under the stewardship of a second family generation, the company wants to continue the sales growth of its instant flavour-infused Arabica coffees (50g jars, RRP £2.99), which are already stocked in independents, Whole Foods Market and Waitrose.

“We wanted to bring our unique history to the forefront of the brand,” said MD Will Little. “The crossed arms imagery draws on the idea of the husband and wife team, with one side focussing on the Finnish coffee culture and tradition, and the other the American influence in flavour.

With 74% of all UK adults drinking instant coffee we wanted our packaging to create a strong shelf presence and give consumers an exciting choice within the sector.”

Available in Waitrose, Whole Foods and independent retailers nationwide Little’s coffee is available in ten flavours, including rich hazelnut, chocolate orange and French vanilla.

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