New Kid's vision of “simply better coffee” is expressed in fullness through the packaging experience. An asymmetrical and open layout reflecting the brand's off-beat approach to coffee provides the foundation for the roaster's range of options. Green and white bags are used to distinguish between blends and single-origin roasts, and with a considered labelling system, coffee drinkers can easily and quickly pick up the coffee they love. A multi-colour label rotation is used to differentiate between preparation methods, with grind size identified through symbols. The thoughtful design system makes the speciality experience easy and enjoyable, keeping New Kid's heart at the centre of its products.

The name, New Kid, originates from the Ethiopian legend of a goat herder who first discovered the power of coffee beans when they kept his herd of goats wide awake throughout the night. Inspired by this story and carrying through a key element of the roaster's previous brand identity, the goat remained at the forefront of the new identity. The brand's down-to-earth and welcoming new goat mark is illustrated in three poses; one core mark and two secondary options.