Moving forward with my initial analysis of the brief, I've developed 5 mood boards; investigating the range of materials Douwe Egberts offers aswell as its heritage and direction as a Brand. They've already began their struggle in broadening their Target Audience -
"The Flavour Collective will help to attract new younger shoppers to the category, whilst encouraging existing coffee lovers to increase their coffee & hot beverage repertoire. " The Flavour Collective’s packaging reflects the desire to attract a younger consumer, with each flavour having it's own eye catching and fashionable colour palette on a foil label.
Mood-boards
As a starting point and foundation to build on, I made sure I researched relevant areas and thought about what the concept actually meant before I begin designing or moving forward inappropriately.
PROPOSED BRIEF
Key Words
Superior Quality
Established heritage
New brand identity
Engage Younger generation
Break the associations of parents, grandparents & being bought at Christmas
Contemporary // suggestions of heritage and expertise
Outsmart the rivals
Product quality, Aroma & taste
USE THE RED SEAL AND WORDING CONTAINED IN THE PROJECT PACK
The Brief
Create a range of promotional material that will encourage younger consumers to become brand lovers and regular Coffee drinkers in their home environments. Use the information provided on "DEMASTERBLENDERS1753.COM" and the guidelines provided in the YNC brief to generate;
Alternative methods of branding
Packaging
Point of Sale Displays/ Advertising
And potential campaign proposals.
Creative Requirements; Use the Red Seal and wording contained in the YNC project pack.
Pitch
Coffee for the younger generation is the A.M saviour, dispenser of energy and the reason why many are able to get through the first parts of the day without looking like zombies. The only thing is…the younger generation barely make coffee at home.
As your already aware, the younger generation live a wilder lifestyle than their elders, which explains why (as the younger generation) were so reluctant to take time out of the day to make our own coffee's. It needs to be quick, it needs to be fast and it needs to be enjoyable.
The younger generation indulge in the coffee shop experience because it provides a quick service at a decent and affordable quality, a service similar to a fast food restaurant.
But with fast food restaurants, People will always have the desire for the more luxurious, hence restaurants. And if people could afford to eat at restaurants all of the time…they probably would.
The same principle can be applied to this brief…There needs to be that desire for younger people to drink DOUWE Egberts, and drink it a lot.
In todays environment everything is about efficiency and convienience. There's more microwave meals than ever. There's more takeaways than ever. There's more taxi companies than ever and there's more technology than there has ever been. And it's no surprise that the majority of people using these services are the younger generation!
Further notes/ Proposals
Would the younger generation drink coffee at home for enjoyment? or to keep them going through the day? MAKE THESE REASONS BECOME ONE.
Early mornings, late nights and long days. THERE'S DEFINITELY A MARKET FOR COFFEE AT HOME, ESPECIALLY FOR THE YOUNGER GENERATION. So why has it not been done already??
Simply because it hasn't been done right. The constant arrival of Starbucks and Costa doesn't exactly help matters but when you think of coffee at home, its a complete different niche.
'As with all good things, moderation is key.'- A very useful piece of information when it comes to imagining and designing innovative packaging for their products.
FEEDBACK.
By Andrew Foster
5= Excellent 4= Very Good 3= Good 2= Average 1= Poor
Clarity Of Concept= 5
Breadth of Ideas= 4
Appropriateness of Response= 3
Contextual Awareness= 5
Analysis/ Understanding of Audience= 4
Level of Innovation=/ Originality= 3
Quality/ Clarity of Presentation= 5
Areas for Improvement
You have done loads of research into branding & the company, you just need to come up with a range of ideas on how you can tackle their problems. Visual Mock-ups would of been nice to see, to help us visualise your ideas and objectives.
Additional Comments
Presentation was very clear. You identified your aims and objectives so that it was understandable to non-coffee drinkers or non designers. Good ideas on how you can modernise their brand for a younger audience. Would have been good to have seen some visual mock-ups, the ideas are there already.
By Andrea Cooper
5= Excellent 4= Very Good 3= Good 2= Average 1= Poor
Clarity Of Concept= 3
Breadth of Ideas= 4
Appropriateness of Response= 3
Contextual Awareness= 5
Analysis/ Understanding of Audience= 4
Level of Innovation=/ Originality= 3
Quality/ Clarity of Presentation= 5
Areas for Improvement
Narrow down response. Find an appropriate method for delivering your message. Narrow down the message and decide exactly what your going to say. More visual research to do with your audience would help.
Additional Comments
The concept you've proposed is vague so its hard to be fine how appropriate the response is right now. Professional looking presentation of work though!
Personal feedback - totally agree with Andy's feedback, I could've provided some more visuals, such as quick sketches etc but to be honest I wanted to make sure my foundation and direction was as clear as it could be. Don't really agree with Andrea's feedback because it was as if she was looking for a fully finished idea and direction.
No comments:
Post a Comment