Brief 4 sipi coffee boards

Brief #4 - Sipi Coffee

Self initiated packaging brief

Brief #4 Produce a coffee brand and packaging range for a proposed business to run in the area of Sipi Falls, Mount Elgon, Uganda.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Brief, Deliverables & Concept

Brief #4 - Sipi Coffee

Brief -

Concept -

Produce a coffee brand and packaging range for a proposed business to run in the area of Sipi Falls, Mount Elgon, Uganda.

The proposal for Sipi Coffee is that it is a company which has been handed a grant of money through fairtrade organisations to bring more trade to the Sipi area of Uganda. The company would set up a packaging site within Sipi and help fund local coffee farmers who would otherwise be losing money through the process of selling their produce to middle men.

The brand would promote Sipi Coffee as a luxury to enable them to make a profit off the production and shipping costs.

Deliverables A range of coffee packaging for the Sipi Coffee brand and a point of sale website.

Self initiated packaging brief

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Background & Primary Research

Brief #4 - Sipi Coffee

Background 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

Self initiated packaging brief

Primary Research 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.

Whilst I was in Uganda in the summer before 3rd year, I visited Sipi Falls and went on an individual coffee tour into the areas of production in the town. A local, Peter, showed me around the coffee bean plantations and the roasting huts before giving me a demonstration of the whole coffee production process.

Spending time in the area which actually produces the coffee allowed me to fully grasp how to approach the brief. I took the primary images I collected while in Sipi Falls and used this to influence the imagery and style of the coffee packaging I produced.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Contextual Research

Brief #4 - Sipi Coffee

Self initiated packaging brief

Contextual research The contextual research I undertook for this brief followed on from the production methods of the coffee that I had seen whilst in Uganda. I looked into coffee and tea packaging which minimalistic and showed a sense of being organic and hand produced. I also looked at the colour coding of how different coffees in a range within one brand are displayed.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Design Development

Brief #4 - Sipi Coffee

Self initiated packaging brief

Initial design development The brand and logo design inspiration came from a Youtube video of coffee production in the Mount Elgon area where stamp style text logos were roughly printed onto hessian sacks before the coffee was added and then shipped off abroad. After different digital text experiments, I began again and produced a basic type logo by hand, This seemed much more natural for the brand as the letterforms were no longer uniform

and had more of a hand produced character to them, which reflects the coffee production. I also tried several variations with the symbol of the hut which I drew from a photograph of a coffee production hut I took in the area. However, I decided to use this hut drawing as a brand image and not in the logo, and the finished logo (in the bottom right box) seemed to perfectly suit the ideals I had set out for the proposed brand.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Brand Guidelines

Brief #4 - Sipi Coffee

Colour codes for different flavours which are applied across all of the pacaging:

C : 25 M : 58 Y : 77 K:8

Beans

Self initiated packaging brief

Brand logo:

C : 25 M : 58 Y : 77 K:8

Bold

- ground C : 25 M : 58 Y : 77 K:8

C : 25 M : 58 Y : 77 K:8

Regular

- instant - instant refil - ground

Decaf

- instant - instant refil - ground

Copywriting for packaging:

Brand image:

Brand typeface:

Apercu regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Chosen brand guidelines After finalising the logo, I produced a set of brand guidelines to which I completed the brief. As I had seen through contextual research, many coffee brands colour code different coffees within a range, I decided this was also necessary, but that I wanted the colours to reflect each coffee.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Packaging Range #1

Brief #4 - Sipi Coffee

Self initiated packaging brief

Basic packaging The basic packaging range covers ground coffee in three options (bold, regular or decaf) and the instant coffee comes in special edition jars, with paper refill packs, both in regular and decaf.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Packaging Range #2

Brief #4 - Sipi Coffee

Self initiated packaging brief

Full packaging range Alongside the paper packaging range for ground coffee and instant coffee refills, there are also special packagings for instant coffee and roasted coffee beans. The instant coffee jars add more of a value to the brand, but at the same time keep costs down for both the customer and producers as the refill packaging is cheaper, but coffee would not be stored in it after opening.

The roasted coffee bean hessian sacks aim to replicate the sacks used in production and

shipment in the area and would add more of an authentic touch to the brand.

The backs of the paper packaging contain all of the details of the coffee, with the copywriting and the brand image of the hut. This information is contained on the hanging tags for the special hessian sack and glass jar packaging.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Web Store

Brief #4 - Sipi Coffee

Self initiated packaging brief

Web store As the aim for the brief is to cut out the middle men within coffee production, the main point of sale for the brand initially would be the official website. I designed the basic layout for how the shop section of the page would appear for customers after they have followed through the story of the Sipi Falls area.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Web - Sipi Story

Brief #4 - Sipi Coffee

Self initiated packaging brief

Sipi story The story of coffee production in the area is vibrant and colourful, so once users reach the website, they are directed through scrolling imagery of the area and the coffee production process, telling them the Sipi Coffee story. The shop section is then at the end of the story.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014