ON-THE-GO
The new way of drinking Nescafé Azera has brought with it an extended range of products through the development of a new ‘On-The-Go’ Concept enabling people to bring a ‘ready to brew kit’ with them wherever they go.
OUGD503 Responsive, Studio Brief 2,Studio Collaborative, Azera,Nescafe Individual Contribution, Hansesgaard, 1 of 5 OUGD503 Responsive, Brief 2, Nescafe Collaborative, Azera, IndividualJane Contribution, Jane Board Hansesgaard
A New Product Innovation Introduces a New Concept
The brief was asking for a new product innovation or a design tweak in order to upgrade the perception of the brand and communicate more effectively the fact that this instant coffee contains ground coffee beans as well as granules. The idea instigated by myself to innovate a coffee shot dispenser helped to form our concept and make it possible to develop a new type of coffee On-The-Go experience which is not currently on the market. With the coffee dispenser as the main product which can be brought on the go we developed a full range of products to complete the concept which include sugar sachets, milk containers and individually wrapped biscuits. A flask was branded and proposed to be sold with a starter kit of the products inside.
I developed the product from my sketch and sourced the parts that were needed for producing the prototype at college. I approached the staff in the wood and metal department at college and with their assistance I managed to produce a working prototype. The parts were laser cut in acrylic, glued together and assembled with a metal rod and spring taken from a pepper mill. The coffee shot dispenser can hold coffee for 5 cups of coffee. It has two chambers, one that stores the coffee, by turning the top once an amount of two tea spoonfuls runs into to the dispensing chamber. After a second turn the coffee empties out. There is a feeling of ‘grinding’ your own cup of barista coffee which we identified as something the target audience of busy people who appreciate quality coffee would be interested in.
Separate to submission a small leaflet to go inside the flask with the starter kit has been created by myself to remind the consumer when they come home from buying the flask, that they can buy refill products. It also explains how the coffee shot dispenser works.
OUGD503 Responsive, Studio Brief 2, Collaborative, Nescafe Azera, Individual Contribution, Jane Hansesgaard, Board 2 of 5
Instore Campaign & Display Units
Fl ask w ith Starter Kit & Coffee Shot Dispenser
Refill Biscuits
2m Refill Sugar and Milk
BARISTA ASTYLE STYLEINST INST ANT ANTCOFFE COFFE E E BARIST
BARISTA ASTYLE STYLEINST INST ANT ANTCOFFE COFFE E E BARIST
BARISTA ASTYLE STYLEINST INST ANT ANTCOFFE COFFE E E BARIST BARISTA ASTYLE STYLEINST INST ANT ANTCOFFE COFFE E E BARIST
BARISTA ASTYLE STYLEINST INST ANT ANTCOFFE COFFE E E BARIST
x55SE SERVINGS RVINGS x55
x55SE SERVINGS RVINGS x55
x55SE SERVINGS RVINGS x55 x55SE SERVINGS RVINGS x55
x55SE SERVINGS RVINGS x55
Refill Coffee 500g
BARISTASTYLE STYLEINSTANT INSTANTCOFFEE COFFEE BARISTA
0.8m An instore campaign is proposed to be driven by the use of jumbo coffee tin display units designed by myself. The units can display the products on the shelves with the flask and coffee shot dispenser at the top followed by the refill products on the shelves below. The intention is that the display unit can also be used for setting up an Instore Coffee Tasting Event to promote the concept. We also proposed a social media campaign developed by Grace using Twitter and Instagram.
A proposed Tasting Event in Supermarkets taking place in an area near the entrance. Customers will get a free cup of coffee and can pick up all products from the display unit at this point or as they reach the Tea & Coffee aisle they will recognise the same display unit will the full range. Grace’s illustration of the exterior of a supermarket entrance with the poster to advertise the tasting would work well with my proposals for the inside.
NEW NESCAFÉ AZERA ON-THE-GO TRY INSTORE TODAY
OUGD503 Responsive, Studio Brief 2, Collaborative, Nescafe Azera, Individual Contribution, Jane Hansesgaard, Board 3 of 5
Design Development & Mock Ups
My contribution to the design development included coming up with the idea of the improved insignia for the existing coffee tin which then developed into the icon we used to link all products. We both had similar ideas of enhancing the current coffee tin by overlaying patterns of coffee beans. I developed the ideas for the packaging and created the first nets and mock ups and Grace was in charge of making illustrations and computerise the nets I had designed.
As a way of demonstrating the concept on our YCN boards I came up with the idea of having an illustration of the flask with the coffee, milk and sugar pouring into it. Grace made the illustration in Illustrator. All decisions regarding typeface, colour and branding were set by Nescafe.
OUGD503 Responsive, Studio Brief 2, Collaborative, Nescafe Azera, Individual Contribution, Jane Hansesgaard, Board 4 of 5
Further Products
After having submitted the brief to YCN I carried on developing some further products which I felt were needed to complete the concept. To back up the Instore Campaign and Tasting Event a range of branded products have been proposed. Coffee cups for the tasting, aprons for the people running the event and paper bags for the products if people pick them up when they taste the coffee. The van is intended for the Nescafe Azera staff travelling to the event.
In order to create publicity outside of the retail environment a series of outdoor posters have been proposed to be placed strategically where people are travelling.
OUGD503 Responsive, Studio Brief 2, Collaborative, Nescafe Azera, Individual Contribution, Jane Hansesgaard, Board 5 of 5