MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title:
Module Leader/Tutors: Amber Smith,
Sipi Coffee
Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context The areas of Sipi and Sipi Falls in the Mount Elgon area of Eastern Uganda yield a large production of Arabica coffee annually. All of the coffee is produced by local farmers and the majority of the process is completed by hand. The small farming initiatives then sell their produce onto ‘middle men’ who negotiate the sale to large international companies. Although there are now charities and projects in place to enable as much money as possible to go directly to the farmers who grow the coffee, there is no single brand for the area which would remove the need for having to go through the whole process of being sold to middle men then to larger corporations, and even more money would go back into the local community that produces the coffee. Brief or Tasks Produce a (proposed) brand for ‘Sipi Coffee’ that will enable the local farmers to sell their produce for a higher profit. Create a packaging range for the products of the brand, plus appropriate promotional materials. The aim is to sell the product while also raising awareness of the area and the farmers. The target audience of the brand is coffee lovers, who have strong opinions on the ethics of fair trade and organic coffee and who are willing to pay more for quality.
Preparation/Research suggestions Use the research gathered in the summer of 2013 along with extensive research into the market and customers to produce a brand and products that would sell. Consider the production method of the packaging as this will have an impact on import/export costs.
Evidence – for this project students should submit A brand identity for the coffee business Packaging range for different types of coffee from the area Point of sale website design
Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014