Founded in 2020 by health-minded outdoor enthusiasts Kirsty and Al Higham, Exhale Coffee began as a personal mission to create a cleaner, more beneficial coffee experience after Al’s own health journey inspired a shift toward wellness. What started as a small, kitchen-side roastery during the first UK lockdown quickly evolved into a thriving online-only brand known for its organic, lab-tested beans that are free from pesticides, mycotoxins, and heavy metals. With each cup delivering antioxidant levels comparable to 12 punnets of blueberries or 55 oranges, Exhale Coffee combines exceptional flavour with real, science-backed health benefits, including polyphenols and vitamin B3.
As a B-Corp-pending company deeply committed to sustainability, Exhale champions ethical sourcing, biodegradable packaging, and a strong sense of community. With no physical storefront, their packaging plays a crucial role in expressing the brand. That’s why choosing the right cardboard envelopes was essential to protect their premium product, fit seamlessly through UK letterboxes, and reflect their eco-conscious values at every touchpoint. The need for durable, lightweight, and sustainable cardboard envelopes became increasingly important as the business scaled. For a subscription-based brand like Exhale Coffee, high-quality cardboard envelopes aren’t just packaging - they’re the first impression and a vital part of the customer experience.
The Challenge
As a thriving online-only coffee brand, Exhale Coffee was on a mission to grow its presence in a competitive and quality-driven marketplace. Without a physical storefront to support their brand experience, their cardboard envelopes became a critical customer touchpoint. Every order needed to deliver more than just the product - it needed to create a strong, lasting impression that aligned with their clean, health-conscious ethos.
One of the main challenges Exhale faced was the variety of products they shipped - different sizes and weights, all requiring cardboard envelopes that was going to provide a secure and practical postal solution. They needed cardboard envelopes that could protect their coffee during transit, fit easily through UK letterboxes, and still look premium upon arrival. Their existing packaging fell short in several areas: it wasn’t letterbox-friendly, didn’t reflect their brand as effectively as it could, and wasn’t in line with their sustainability goals.
Exhale Coffee turned to Lil Packaging in search of cardboard envelopes that offered versatility, brand appeal, and eco-conscious design - while also helping reduce postage costs and elevate the unboxing experience. The right cardboard envelopes would not only protect their product but also reinforce their identity with every delivery, making packaging a key part of their brand strategy.
The Problem
Exhale Coffee was born during the COVID-19 pandemic - a time that demanded agility, innovation, and a direct-to-consumer mindset. As a startup founded in lockdown, the company had to quickly establish itself in a digital marketplace, relying entirely on its online presence and subscription model to reach customers. With no retail footprint and a fast-growing customer base, efficient and reliable postal delivery became essential to their success. Getting freshly roasted coffee out the door and into customers’ hands, quickly and safely, was non-negotiable.
However, as demand increased, Exhale Coffee faced mounting logistical challenges. They needed a packaging solution in the form of cardboard envelopes that could keep pace with their rapid growth, streamline fulfilment, and support their commitment to sustainability. Their current packaging wasn't optimised for postal efficiency, and the need for a dependable, scalable alternative became urgent.
This is where the right cardboard envelopes became crucial. Exhale required cardboard envelopes that were strong enough to protect their coffee in transit, slim enough to fit through UK letterboxes, and versatile enough to accommodate different product sizes. The company also wanted the packaging to reflect their eco-conscious values and deliver a premium experience upon arrival. Sourcing high-quality, letterbox-friendly cardboard envelopes that met all these criteria - while also being cost-effective and sustainable became a pressing priority as they entered a critical growth phase.
The Solution
To meet Exhale Coffee’s unique packaging requirements and support their rapid growth, Lil Packaging delivered a tailored solution built around two key cardboard envelopes: the custom printed pocket A194 , featuring an opening on the short edge, and the custom printed A1. These two sizes provided the versatility needed to accommodate Exhale’s range of products while ensuring that each package remained slim enough to qualify as a Royal Mail Large Letter - these cardboard envelopes are crucial for letterbox delivery and cost-effective postage.
By using printed cardboard envelopes, Exhale Coffee was able to combine functionality with strong brand presentation. The custom printing was carefully designed to reflect the company’s clean, modern identity and health-focused values. Every detail from the choice of board to the placement of print was aligned with Exhale’s commitment to quality and sustainability.
These printed cardboard envelopes offered the durability needed to protect the product during transit, the right dimensions for postal efficiency, and the visual impact to deliver a consistent and premium unboxing experience. With this solution, Exhale Coffee gained packaging that not only performed reliably but also reinforced their brand with every delivery.
The Outcome
The introduction of printed cardboard envelopes proved to be a breakthrough for Exhale Coffee. The new packaging didn’t just serve a functional role. It became a powerful brand asset. With custom printing that aligned seamlessly with Exhale’s marketing campaigns and visual identity, every delivery reinforced their commitment to health, sustainability, and quality. The cardboard envelopes created a cohesive customer experience from the moment they landed on the doormat.
The choice of the custom printed pocket A194 also brought significant operational benefits. Its clever pillow-like structure provided just the right amount of give, making packing easier and more efficient during fulfilment. This not only improved speed and consistency in dispatching orders, but also ensured that products were well protected in transit without the need for excess internal packaging.
In addition to meeting practical and branding needs, the cardboard envelopes supplied to Exhale Coffee were also designed with sustainability at the core. Printed in-house on 100% recyclable and biodegradable FSC® certified paperboard, the envelopes helped reduce the environmental impact of each delivery. Eco-friendly, water based inks were used in the custom printing process, ensuring vibrant colours without compromising on environmental responsibility. By choosing these sustainable cardboard envelopes, Exhale Coffee was able to align its packaging with the same ethical values that underpin its coffee sourcing, supporting fair supply chain practices and reinforcing its commitment to doing business responsibly.
Ultimately, the printed cardboard envelopes helped Exhale Coffee elevate its brand presence, enhance operational flow, and deliver a consistent, premium unboxing experience. An experience that reflects the values at the heart of their business.