Bramo: Original

The premise of Bramo is straightforward: package organic, cold brew coffee concentrate in a format that’s convenient for travel and on-the-go preparation. To achieve this, Bramo uses a 2 oz. resealable pouch that’s designed to be emptied into a glass and then refilled twice with water to help the consumer easily mix the right blend. From a taste perspective, the product that results is definitely on par with other cold brew coffee concentrates: bold coffee flavor and less acid than coffee that’s traditionally brewed. However, the packaging does, at least in our opinion, leave something to be desired. For starters, there’s the functionality of it. Liquid-in-a pouch is something that has been tried many times, be it in beverages, soups or other products. However, in all of these products, including this one, it’s very difficult to open the pouch without any liquid leaking onto your hands (or wherever you’re holding the pouch). This directly undermines the product’s ability to be an on-the-go product. Plus, we feel as though the design and branding could be improved. In its current form it’s too cluttered and text-heavy. Eliminating text that states the obvious (e.g. “simply add water” when it says “concentrate”) and figuring out how to more succinctly describe the product would be helpful. Following the minimalist style that the rest of the category follows seems of paramount importance with the small amount of real estate that Bramo has. All in all, this product has great flavor and some potentially meaningful innovation, but the execution of it needs improvement.