Dongsuh Food has renewed the packaging of its ready-to-drink coffee brand Maxim T.O.P and expanded the lineup with new products as competition in Korea’s RTD coffee market continues.

Maxim T.O.P is made with 100 percent Arabica beans sourced from countries including Colombia, Kenya and Brazil and uses Dongsuh Food’s espresso extraction method, according to the company.

This year, the brand introduced its first package redesign in about five years. Built around the slogan “A Break Within Reach,” the new look uses a simplified layout and curved graphic elements. The design has been applied to seven canned products, four cup coffee varieties and three bottled drinks.

The company also rolled out a campaign under the same slogan. In its “The Office” commercial, a man is shown resting on a sunbed in the middle of a busy workplace while drinking Maxim T.O.P, reflecting the campaign’s focus on short breaks during daily routines.

Dongsuh Food also added Maxim T.O.P Vanilla Latte to the lineup in August, marking its first new latte variety in about four years. The company describes the drink as having a sweet vanilla aroma and a clean finish.

In July, it launched a label-free 360-milliliter version of Simply Smooth Black for online sales. The bottle is designed to simplify recycling by removing the need to detach a plastic label, while Braille markings on the upper part of the package are intended to improve access to product information for blind and low-vision consumers.

Dongsuh Food said it plans to continue expanding its label-free offerings in response to market trends and consumer demand.

By Lim Ye-jin (yejinlim@heraldcorp.com)