Coming soon to a cup near you…

Every morning when I go into Wawa to grab my iced coffee, I pass the infamous Tastykake & Entenmann’s displays. Some mornings, I can almost taste the Entenmann’s Coffee cake or Raspberry Danish Twist. But what I didn’t know, is that Entenmann’s makes coffee too?!

Did you know that?

Imagine putting some of those irresistible flavors not only on your plate, but in your morning cup! Of course, my mouth again began to water as I was fixated on the imagery and of course the idea in general. Here is a look at the old packaging:

However, with consumer testing, although blue is their signature color, consumers opted for the use of white as the background color.

What do you think?

My thoughts are that this white gives it more of a premium look. I think the simplicity really makes the product stand out. Each flavor is color coordinated and the text gives off a lighter feeling rather than bold or heavy. Even the gradient within the variety/flavor name exudes a lighter more upscale feel.

The photography again is simple–no fuss, no fancy set up or props, all on white–straight to the point. There is coffee in a cup, beans in the back, the variety is pictured next to it and mentioned below. Not to mention, this package gives Entenmann’s a second product plug in using photography of their already existing baked treats! Double Whammy!