Dongsuh Foods said on the 6th it has renewed the package design of its Maxwell House RTD (Ready To Drink·finished goods) products and will integrate the brand.
Dongsuh Foods said the renewal was planned to reinterpret its 130-year heritage in a modern way and to integrate the existing sub-brand system under Maxwell House to strengthen a consistent brand identity.
The renewed brand logo has been applied to the new packages. Dongsuh Foods said it reinterpreted the Maxwell House slogan, "Good to the last drop," and the coffee cup icon in a modern way to differentiate the brand with a classic image in the trend-centric RTD coffee market.
It also added features to improve product identification for consumers with visual impairments. Braille has been placed on the top of PET products so people can distinguish the product type by touch.
The renewed Maxwell House RTD products will be rolled out sequentially starting with PET products at the end of March and expanded to can products.
A Dongsuh Foods official said, "This design change, including the new braille labeling, applies a new design and logo based on the 130-year heritage of the Maxwell House brand to further strengthen competitiveness in the RTD coffee market," adding, "We will continue working to be a brand that is familiar and loved in consumers' daily lives."