Chaos Packaging – Coffee in a Tube
Have you ever heard of the term "chaos packaging"? In this blog post, we will dive deeper into the explanation of this relatively new term and explore why No Normal Coffee fits into this category.
A drink in a soap dispenser, olive oil in a squeezable bottle, toothpaste in tablet form, or coffee in a tube — chaos packaging refers to a packaging method where a product is packaged in a way that is typically associated with a completely different type of product category.
To give you an idea of how such packaging can look like, we put together a collection of products that use that concept of "chaos packaging."
Typical examples include:
Oshun
A product that offers electrolytes, something that one would typically find in small sachets. However, this brand opted to package them in a dispenser that resembles a soap pump.
Happy
A coffee brand, co-founded by celebrity Robert Downey Jr., that uses packaging which resembles a pharmaceutical product.
Bite
Toothpaste as tablets packaged in jars, breaking away from the usual toothpaste tube format.
Plus
A body wash that comes in dissolvable sheets instead of the standard squeezable bottle, reinventing personal care – for less weight and less waste.
Graza
A squeezable olive oil packaged in a plastic bottle, differing from the usual glass bottle with a twist-off cap.
Departed Spirits
Departed Spirits is known for its unruly nature – with their tagline “top shelf spirits for bottom shelf people” they sell the world’s best spirits in a tin. The utilitarian tin flasks scream anti-craft in an overly saturated category of glass bottles.
What these products have in common is their unexpected and unconventional packaging, that not only causes confusion, but also offers a new perspective on the suitability and usefulness of conventional packaging methods that we are normally used to. The term "chaos" really does make sense in this context since these products disrupt unspoken rules that help us quickly identify items, creating a sense of playful disorder and surprise.
The terms' origin
The term "chaos packaging" is actually relatively new. It supposedly originated from a post on X by a guy named Michael Miraflor, who works at a venture firm specializing in consumer packaged goods (CPG).
It is said that the main reason behind such packaging choices would often be brands trying to stand out in today's increasingly saturated market in order to capture the attention of potential buyers.
But was that the original intention behind No Normal Coffee as well?
Chaos Packaging X No Normal Coffee
The decision to package coffee in a tube came from the need of Alex and Philippe, the founders of No Normal Coffee, to find a packaging method suitable for the outdoors. During a hike in the mountains of Verbier, Switzerland, they craved a flavorful coffee break at the summit to celebrate the breathtaking beauty of nature and their athletic achievement. However, typical instant alternatives lacked flavor, and the Moka pot was too bulky and cumbersome to carry in a backpack for the ascent. So, they needed a practical, lightweight, and flexible alternative — hence the coffee in a tube. (Read more about the story behind No Normal Coffee here.)
The aluminum tube, a popular packaging method in Switzerland, offers several advantages, making it perfect for outdoor activities. You can read more about its benefits and why Alex and Philippe decided to put coffee in a tube in out blog article here.
The initial idea behind coffee in a tube therefore wasn’t primarily about standing out with an unconventional packaging method for our product category; it was mainly driven by its functional benefits. The same goes for the name “No Normal”— it doesn’t necessarily refer to the packaging (even though it does fit quite well) but rather to the people we’re targeting with our product and overall "no normal" brand. If you want to learn more about how the name came about, watch the following video on our Instagram channel.
Reviews
As we developed No Normal Coffee and began selling it, people started associating us with the term “chaos packaging.” We realized we were breaking conventions, which generated buzz, controversy, and fascination around our product. The following two videos present our and other already known products that disrupt the industry by choosing unusual packaging methods. You can watch them by clicking on the images below.
Frequently Made Associations with No Normal Coffee
Based on the reactions from our community – those who watched the video by @pullandpourcoffee (Instagram), as well as feedback from people at festivals, other events where we served our coffee in a tube, and our closest circle - we have created a final collection of the top 4 products that are most frequently being associated with our coffee (with a personal estimation of the quantity breakdown):
Conclusion
Choosing packaging methods typically associated with certain product categories makes sense because it offers consumers a shortcut when looking for a specific product in the supermarket. Toothpaste comes in a tube, olive oil in a glass bottle, and detergent in a container. This helps shoppers quickly identify products, saving time and effort.
Chaos packaging can complicate this process, requiring more time and energy to find the product. On the other hand, it encourages us to question traditional packaging methods that are deeply ingrained in our society, even though other packaging solutions might be just as good or even better suited.
In the case of No Normal Coffee, the tube packaging fits its purpose. The idea of packaging it that way is therefore purely out of functional reasons - it is flexible, easy to carry, and provides a convenient caffeine boost that takes up little space, requires minimal water, and delivers an energy kick anytime, anywhere. However, we’re also very fine with No Normal being associated with breaking conventions and disrupting the norm a little.
References
https://thedieline.com/marx-designs-rebellious-packaging-revolution-for-departed-spirits/
https://bestawards.co.nz/graphic/packaging/marx-design/departed-spirits/
https://thedieline.com/moschino-fresh/
https://www.redpepper.land/blog/rp-reacts-chaos-packaging