Detpak - Zarraffa’s Coffee Case Study

Zarraffa’s Coffee is one of Australia’s great coffee success stories.

Their story has been an incredible journey of growth, from their humble beginnings as a Roastery in the back streets of Southport, to their retail inception in September 1997, when they opened their first store on the Gold Coast. Today, the popular chain has expanded to an incredible 28 stores across Queensland, with a further 10 planned by the end of 2008. You might be surprised to know that Zarraffa’s Coffee sells 12,000 cups of coffee each day – that’s over 4 million cups every year!

Zarraffa’s Coffee were the first to custom print the Detpak Ripple-Wrap™ Hot Cup. Zarraffa’s Coffee CEO, Kenton Campbell says, “I believed in the product long term. I liked the Ripple-Wrap cup because we did not have to double cup. I loved the look of the print and the texture, the feel of the cup in your hand. And we’ve always had great print consistency from Detpak”.

Packaging and branding has always been central to the Zarraffa’s Coffee proposition. The inspiration behind the giraffe in the Zarraffa’s Coffee logo came from the highlands and lowlands of the original home of coffee – Kenya. The giraffe (in Arabic it is spelt ‘zir’afah’) represents a timeless story that goes back to the roots of coffee. Kenton (pictured) explains further: “A well branded theme and concept and a consistent look to our marketing has always been important to me”. For this reason, Detpak worked with Zarraffa’s Coffee to create a fully customised packaging suite that included hot cups in a range of sizes, hot cup drink trays, paper carry bags, napkins and printed rewind for their high quality coffee beans. The range ensured that Zarraffa’s Coffee branding is impacting their customers after they leave the store.

For Kenton, what makes the brand unique is the “cart” mentality which inspired the original creation of the business. The theory goes to the roots of the traditional espresso coffee carts, their dedication to quality and personal approach to coffee making and presentation. It’s this spirit that continues to this day in every Zarraffa’s Coffee outlet throughout Australia.
Visit www.zarraffascoffee.com to learn more.