It was time for a change. A refresh. A makeover.
While we loved our old labels, they no longer reflected Timor-Leste in the way we wanted, and they weren’t as bold and exciting as the feeling you get when you walk through our roastery doors in Oakleigh.
So, we approached our good friend, Carla Scotto, whom we have worked with for some time after discovering her art through the well-loved ‘Always Was Always Will Be’ Clothing The Gaps merchandise. We pitched the idea of a complete update of our coffee packaging, incorporating the beloved national animal of Timor-Leste, and she jumped at the project.
Carla wanted to weave the famous tais pattern into the bags, a nod to the traditional Timorese weaving process, often undertaken by women. Every visit to Timor, we are gifted handwoven tais, with distinctive patterns and colours symbolic of each region. We wanted to include that beautiful pattern, along with the renowned Timorese hospitality of sharing a piece of their homeland.
As for our fabulous crocodile (which we are currently fielding names for), we were eager to feature a distinctively Timorese element. Enter Lafaek Diak (the good crocodile), an Indigenous creation myth of the island of Timor. The island is often called the ‘Land of the Sleeping Crocodile’ because of its shape resembling a crocodile. This felt like the perfect direction for our new packaging. Carla was inspired by a linocut-style effect for our crocodile, simple yet impactful, with enough character to avoid turning it into a caricature.
You will also notice the name ‘Timor Coffee Roasters’ front and centre. This is the name we have been roasting under for the past seven years; however, you may not be familiar with it because we have never officially branded ourselves under this name. But now, we are embracing exactly what we do – roasting specialty coffee from Timor-Leste, and we want to celebrate that! While we’re still Corner Store Network, we’re now putting the Timor Coffee Roasters name front and centre on the packaging, alongside the crocodile and the tais pattern.
The bags and stickers remain the same eco-friendly, home-compostable ones you know and love. As always, remove the freshness valve, which can be recycled in soft plastics. Then pop your bag, stickers, and all into your compost or green bin, and if you want it to break down faster, simply cut it up.
So, there you have it - a little background on our gorgeously vibrant, fun, and lively new packaging! We love it, and it feels right for where Corner Store Network and Timor Coffee Roasters are headed. We would love to hear your thoughts, and we hope you enjoy opening your beans each day, with the crocodile watching over you as you sip the same delicious coffee you know and love.
