Let's face it ...
Throwback to late 2022: we decide to modify our baggies. The reason? The white, sterile pouches are far away from the sunny, bold story we want to tell. Besides, you were already almost playing “Where's Wally?” when you searched for the word coffee. And let's face it, the faces on the label were kind of the cilantro of packaging; either you were in favor of it, or you were hellbent on it.
Then the search began ...
From all options open, to mono material
First we looked at other ways of packaging, first paper bags or compostable ones. The coating on paper packaging makes it impossible to recycle them with paper waste. So they still end up in the incinerator. With uncoated bags, freshness is compromised. Coffee doesn't really expire, but the worse the packaging, the faster flavor and aroma deteriorate.
Same with compostable packaging. For a while this seemed like the future, but they don't meet the threshold of our quality requirements. In addition, we thought out of the box; jars, cans, tubes ... That's where we quickly ran into a logistical challenge. To transport all those jars / cans requires more volume + they also weigh more, multiplying the CO2 emissions of transport exponentially. So not an option either.
So we came to the plastic bag again. But not just any one! Many packages are not recyclable because they are made up of different materials. The solution to this is mono-material. The word says it all: this consists of one type of material. Which means it is easier to recycle.
Legally, a certain percentage is allowed in another material, for identification purposes (read: our stickers by coffee). We went even further and invested in a label printer on the same material as our bags - keeping it recyclable. Admittedly, that was exciting. This already existed in theory, but not yet in practice. We found only one supplier willing to venture into that ...
Ready for 2025
The EU is strictening its rules in 2025, to promote proper recycling (so that's very positive). This is why we already indicate on our packaging that it is best to cut out the valve. This valve does not yet exist in our material, but developments are moving fast so we are confident we can switch over soon.
We did tests with the valve in a different, easily removable place - an innovative idea but very inconvenient. The valve is necessary, otherwise the coffee cannot degas. Since we roast and package fresh, this is very important.
a sunnier, more powerful design
Ray&Jules is fun, hope, positivism and energy. But it's also quality, respect for the product and a compelling story. So we designed the packaging a lot sunnier, literally and figuratively. Not only did the front get an update, we also fine-tuned our promises on the back.
We want these bags to radiate action and powerfully represent our message: 'we do it together, cup by cup'. Because in the past we already proved, the more we are, the more impact we can make. Of course we do not forget the human aspect: in the hand is hidden a face, do you see it?
Ray&Jules wouldn't be Ray&Jules if we didn't keep our digital ear to the ground. You all agreed that our mission could be much more eye-catching. The logo and slogan also received far too little attention. We also asked what you want to be able to see at a glance on the label. The name of the coffee, the intensity and the origin were the winners.
You may also notice that there are no labels on the labels, but there is a QR code to the detailed story of each coffee. We choose that very deliberately, as you can read in Sarah's blog post.
And what about reuse?
The new pouches are sturdier than the previous version, so they are less likely to break and can therefore be reused. You are therefore always welcome in our roastery to have your pouch(s) refilled.
Also, for people who don't live nearby, we dream of some kind of refill points, so that you can go to a certain place at a certain time to get your coffee refilled. Is that something you could help with?
