Dongsuh Foods announced Sunday that it will renew the package design of its Maxwell House RTD (Ready-To-Drink) products and consolidate its sub-brands to strengthen market competitiveness.
The renewal reinterprets the brand's 130-year heritage in a modern style and unifies the existing sub-brand structure under the single "Maxwell House" name to reinforce a consistent brand identity. The company said the move aims to more clearly convey the brand value of "an everyday coffee you can enjoy consistently."
The new packaging features an updated brand logo. Dongsuh Foods gave a modern twist to Maxwell House's iconic "Good to the last drop" slogan and coffee cup icon, seeking to differentiate the brand with a classic image in the trend-driven RTD coffee market. The company also added features to improve product accessibility for visually impaired consumers. Braille labels on the top of PET bottles allow users to identify the product type by touch. The renewed Maxwell House RTD products will be rolled out sequentially starting with PET bottles from late March, with plans to extend the new design to canned products as well.
"This design change, including the addition of braille labels, applies a new design and logo based on the 130-year heritage of the Maxwell House brand to further strengthen competitiveness in the RTD coffee market," a Dongsuh Foods official said. "We will continue to strive to be a brand that is familiar and beloved in consumers' daily lives."
Maxwell House currently offers four PET bottle varieties — Black, Latte, Sweet Black, and Hazelnut Black — and three canned varieties — Original Black, Sweet Americano, and Cafe Latte.
