Wide Awake Coffee revamps packaging and expands lineup

Wide Awake Coffee Co. has rolled out a full brand refresh, introducing updated packaging and an expanded product lineup of over 50 items across six categories. The changes follow consumer research that indicated shoppers now view coffee as more than a daily necessity—it is a mindful ritual tied to personal identity.

The refresh centers on a reimagined version of the brand’s signature owl, which testing showed was the most recognizable element. Previous packaging included multiple characters, but the owl now dominates as the focal point. The updated look also features a modern color scheme and a five-point roast scale that helps consumers quickly identify flavor intensity.

Boyd Irving, vice president of center store for Associated Food Stores Inc., a Topco member-owner, noted that the owl’s prominence reflects shopper feedback. “Our shoppers told us, again and again, that the owl is the heart of this brand,” he said. The redesign maintains the original personality while adding contemporary design touches.

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The expanded assortment now includes Classic Brews, Organic Brews, Single-Origin Brews, Ready-to-Drink, Customizers, and Seasonal options.

All ground, whole bean, and single-serve coffees use 100% Arabica beans. Irving framed the update as a step toward positioning the company as a go-to coffee destination.