The new design uses bold and simple symbolism, which was inspired by the company's vision of itself as a union of founders and farmers, of countries and coffees, and of principles and processes.
Each coffee variety is illustrated with one of a set of graphic symbols and is accompanied by a pair of words that communicate both the character of the coffee and the values of the brand. These include: "rich clarity", "intense belief" and "easy harmony".
Tasting notes, written in typical wine-lover language, have been brought to the front of the pack to emphasis quality and knowledge.
A dark indigo background is intended to convey exceptional quality, in a way that defies current category cues. It is hoped that this will make the product standout on the shelf amid its black, brown and photographically-led rivals.
A second label on the reverse of the pack provides further coffee origin and usage stories.
Pearlfisher has also created a logotype and the strapline: "Hand-made coffee from hands-on people" -- using a downshift in language to demonstrate the Union's realism and skill in coffee creation.
Dominic Lowdell, Union Hand-Roasted marketing manager, said: "Pearlfisher has shown outstanding creativity to realise a design that will allow us to make a fundamental step to change our retail business. We're very excited by the prospect of the forthcoming launch and the reaction of consumers to this exceptional work."
Union Hand-Roasted coffee will be launched in supermarkets nationwide from May 1.