Eight O’Clock coffee has updated its packaging to bring more continuity to the 151-year-old brand. More...



Eight O’Clock coffee has updated its packaging to bring more continuity to the 151-year-old brand. The New Providence, N.J.-based company, which claims to lead the U.S. in retail whole-bean sales, will retain key design elements such as color codes for flavor. The new design updates the logo and confines the color coding to panels on the front and sides, using a lighter-colored background. Photography and color callouts on packages will differentiate between ground and whole-bean varieties. The new look was developed with extensive consumer input, including last year's Eight O'Clock Coffee Packaging Makeover Sweepstakes, which coincided with the brand's 150th anniversary.