Minor Figures packaging
Minor Figures specializes in plant-based, oat-based beverages for coffee enthusiasts, employing a packaging strategy centered on minimalism, distinctive illustration, and sustainability. Their approach leverages recyclable cartons and custom-printed mailers, reinforcing brand recognition and supporting eco-conscious logistics.
Packaging Portfolio
Minor Figures' packaging portfolio comprises predominantly Tetra Pak-style beverage cartons, retail concentrate cartons, poly mailers, and branded carry bags. The cartons utilize lightweight, recyclable paperboard with screw caps or spouts for product freshness and consumer convenience. Poly mailers and retail bags are designed for logistical efficiency and brand visibility, constructed from recyclable or low-impact materials where feasible. The graphic system features bold, playful illustrations and minimal text, supporting strong shelf impact and consistent consumer recognition.
The packaging consists of multiple cartons arranged together, featuring a smooth, flat construction typical of single-layer paperboard. Each carton has a rectangular shape with a tapered top, indicating a pour spout. The surface is predominantly a light purple color with a glossy finish, showcasing vibrant graphics. The design includes an illustration of a woman skating, which is prominently displayed on the front. The edges are clean and precise, with no visible fluting, confirming it as a carton box.
The packaging is a white plastic mailer bag with a smooth surface. It features a central handle cut-out for easy carrying. The bag is opaque with a matte finish, giving it a clean and modern appearance. The front displays printed text and graphics in black, including product information and branding elements. The edges are sealed with heat, and the bag is lightweight, suggesting it is designed for shipping lightweight items.
The packaging is a rectangular carton with a smooth, flat construction. It features a light beige color with a matte finish. The top has a screw cap for easy pouring, and the sides are adorned with minimalistic graphics. The front displays a cartoonish illustration of a character wearing sunglasses, along with product information such as 'MINOR FIGURES BARISTA OAT (ORGANIC)'. The edges are clean and precise, indicating a well-constructed folding carton.
The packaging is a white, flat bag with a handle at the top. The material appears to be a lightweight, flexible plastic or paper, likely designed for retail use. The front features a black graphic illustration of a person holding a cartoonish bird, accompanied by text that reads 'MINOR FIGURES'. The overall design is minimalistic, with a clean layout and a focus on the illustration and branding.
The packaging consists of four individual beverage cartons, each with a smooth, flat construction. The cartons are predominantly white with colorful graphics featuring a stylized illustration of a woman with sunglasses. Each carton has a triangular top closure typical of beverage cartons, and the edges are clean and precise. The overall appearance is lightweight and designed for retail display.
The packaging consists of multiple smooth, flat cartons that are rectangular in shape. Each carton features a tapered top with a screw cap for easy pouring. The exterior is a light beige color with a matte finish, providing a clean and modern appearance. The sides of the cartons are printed with a stylized illustration of a cartoon duck with human features, which adds a whimsical touch. The product name 'MINOR FIGURES BARISTA OAT (ORGANIC)' is prominently displayed in bold, dark green font, ensuring high visibility.
About the Brand
Minor Figures is a UK-based beverage company focused on oat drinks and chai concentrates, targeting both retail and direct-to-consumer markets. Their packaging solutions reflect a strong emphasis on sustainability, visual identity, and functional design tailored for the specialty coffee segment.
The company’s packaging portfolio includes retail beverage cartons, custom-printed mailers, and branded bags, all featuring consistent iconography and minimalistic branding. Minor Figures prioritizes eco-friendly materials and efficient structures, supporting product protection during transit while reducing environmental impact. Their design strategy ensures the brand’s playful, modern aesthetic is maintained across all touchpoints, enhancing consumer recognition and loyalty.
Key Differentiator: Minor Figures stands out through its integration of sustainability and artistic branding in packaging, offering a cohesive unboxing experience that aligns with specialty coffee culture and environmentally aware consumers.
Design System
Visual Style
The visual design emphasizes clean, sans-serif typography, a muted but modern color palette (whites, beiges, pastels, and accent greens), and high-contrast, hand-drawn illustrations. The aesthetic is minimalistic yet playful, aligning with current specialty coffee and health beverage trends.
Brand Identity
Brand identity centers on prominent logo placement, custom character illustrations, and consistent use of the 'MINOR FIGURES' wordmark. Iconography is distinctive and cohesive, ensuring immediate brand recognition across all packaging formats.
Packaging Design
Material selection prioritizes recyclable paperboard for cartons, minimal plastic use, and efficient structures for shipping. The structural design philosophy balances product protection with environmental impact, favoring compact, retail-ready shapes and flat-packed mailers.
User Experience
Packaging design supports a positive customer journey by ensuring easy handling (e.g., ergonomic handles, screw caps), clear product information, and a visually engaging unboxing experience. The cohesive aesthetic enhances perceived product quality and strengthens brand loyalty at every touchpoint.
Company Metrics
Business insights for Minor Figures based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Health-conscious consumers, coffee professionals, and specialty retailers seeking premium, sustainable plant-based beverages.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for Minor Figures based on industry standards and best practices
Frequently Asked Questions
What types of packaging does Minor Figures use for their products?
Minor Figures utilizes beverage cartons, retail cartons for concentrates, custom poly mailers, and branded retail bags. All formats are designed with a focus on minimalism, brand illustration, and recyclability.
How does Minor Figures address sustainability in packaging?
Their packaging strategy prioritizes recyclable materials, reduced plastic use, and efficient shipping formats. The brand actively communicates its carbon-neutral goals and leverages packaging as a platform for sustainability messaging.
How does Minor Figures’ packaging impact the customer experience?
The packaging is designed to deliver a visually appealing, memorable unboxing experience through consistent branding, distinctive illustrations, and a clean, modern presentation that resonates with their target audience.
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