CREATIVE PROPOSAL
Michelle Jean d’Arc Tjandraputri 62 5 1 8 0 0 5 8 P h oto: N ath a n D u m l a o ( U ns p l a s h )
#dkvu nt a r
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TABLE OF CONTENTS Photo : N atha n D uml a o (Unsp lash)
ii - Table of Contents
iv
FOREWORD 1. TARGET AUDIENCE Analyzing the type of audience, the demographics, the psychographics, the market trends, the buyer’s habit, and the economical s h ift in t h e coffee industry.
Describing seven of the product’s benefits for the consumers from product usage, quality, to the environmental aspect and many more.
COMMUNICATION
IDEAS
Finding the key visual and ideas from brainstorming process, compiled into a moodboard.
7 7. VISUALISATION TECHNIC Describing the selected logo from the technical aspect, from color palette, scale, black and white, grid, and different visuals for flavor variants.
15
BRAND DESIGNER
Elaborating four of the brand’s competitor in the form of list and table. Comparing the visual logo, packaging, price, shelf life, etc.
3
1
4.
3. BRAND COMPETITORS
2. PRODUCT BENEFITS
5 6. VISUAL PLAN
5. BRAND NAMING Explaining four brand names alternatives, the brand naming type, the meaning behind the names from the metaphorical, and emotional aspects.
10
8. BRAND STORY
Planning the logo visuals with logo alternatives, trying different styles to find the one that is the most compatible to the brand goal and ideas.
12
9. PACKAGING VISUALISATION
Elaborating brand storyline in a short but clear explanation, with five panels of visuals (storyboard), using vertical video and Instagram feeds for the media.
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Visualizing and rendering the packaging labels into 3D models. Explaining the elements of the packaging. Mockup for goodie bag, merchandises, and bottled drink version.
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28 Table of Contents - iii
FOREWORD
Coffee, the Universal Drink in which enjoyed daily by many around the world.
cof·fee
/kôfē,käfē/ noun The berries harvested from species of Coffea plants.
Ph oto: C lay B a n ks ( U n s p l as h)
iv - Foreword
offee is a brewed drink prepared from roasted coffee beans. When coffee berries turn from green to bright red in color – indicating ripeness – they are picked, processed, and dried. Dried coffee seeds (referred to as "beans") are roasted to varying degrees, depending on the desired flavor. Roasted beans are ground and then brewed with near-boiling water to produce the beverage known as coffee. Coffee is darkly colored, bitter, slightly acidic and has a stimulating effect in humans, primarily due to its caffeine content. It is one of the most popular drinks in the world, and can be prepared and presented in a variety of ways (espresso, French press, caffè latte, or already-brewed canned coffee). It is usually served hot, although chilled or iced coffee is common. Sugar, milk or cream are often used to lessen the bitter taste.
The Product
The Problem
The type of coffee product that I want to highlight is instant coffee. Instant coffee, also called soluble coffee, or coffee powder, is a beverage made from brewed coffee beans that enables people to quickly prepare hot coffee by adding hot water or milk to the powder or crystals and stirring. Instant coffee is commercially prepared by either freeze-drying or spray drying, after which it can be rehydrated.
The problem is when coffee beans are roasted, they only keep fresh for seven days. Many people who enjoy coffee daily don’t know about this information. Usually people buy coffee in a huge bundle that lasts for 1-2 months for convenience because many are too busy to go to the store and buy a smaller package.
Coffee in the Society Advantages of instant coffee include speed of preparation (instant coffee dissolves quickly in hot water), lower shipping weight and volume than beans or ground coffee (to prepare the same amount of beverage), and long shelf life—though instant coffee can spoil if not kept dry. Instant coffee also reduces cleanup since there are no coffee grounds, and at least one study has found that it has a lower environmental footprint than other preparation methods. Nowadays, with a hectic work schedule, whether working from 9 to 5 or self-employed, we need things to be quick and easy. Most people consume coffee on a daily basis, and coffee becomes a routine in people’s life. Coffee isn’t just for waking up in the morning or keeping awake at night, but also a drink to have over conversations. For some people, making and drinking coffee is a break time in it of itself. Coffee is a universal drink that can be enjoyed by anyone regardless of age, background, ethnicity, etc. Coffee has become a culture, especially for younger generations; oftentimes photographing their coffee beverages in a café or home for social media.
The Solution So what’s the solution? An instant coffee beverage product that will keep fresh for 7 days. It is customizable; the consumer can order the coffee online via a website/an application, including their preferences such as dark/light roast, sweetness level, etc. The coffee order will be made according to the date and delivered on the same day to customer’s home for convenience. For the initial release of the product, one package will weigh for 100 grams (intended for a week’s consumption of one person, to ensure freshness of the product), but for later release, there will be options for family bundle (200 grams or more).
Coffee is a way of stealing time which should by rights belong to your older self. -Terry Pratchett-
Foreword - v
01. TARGET
AUDIENCE
P h oto: D rew Wi l l i a m s ( Pexel s )
01 - Target Audience
GEOGRAPHIC
DEMOGRAPHIC
Local: Jakarta, Indonesia
AGE 36-50
40%
60%
18-35
INDUSTRY
Food & Beverages/ Coffee
MARKET TRENDS
GENDER Female Male
OCCUPATION
Self-Employed, Office Worker, Student
1. 2. 3. 4. 5.
Convenience Close location proximity Good quality product Interactive experience Unique and exclusive drink
BUYER’S HABIT
INCOME
Upper-Middle
MARITAL STATUS Single/Young Family
PSYCHOGRAPHIC Busy daily schedule
Social Media
Needs “quick fix”
Likes coffee & tea beverages
ECONOMICAL SHIFT The ready-to-drink coffee market is forecast to show 67 percent sales growth from 2017-2022, according to Mintel. It also said the ready-to-drink coffee market is the fastest growing segment within the retail coffee market. The ready-to-drink market is certainly a strong competitor to kind of traditional coffee shops because these drinks have become more premium, more specialized and come in a variety of flavors as well.
Millennials are willing to spend more for a fancy caffeinated beverage. Ready-to-drink options are convenient and useful in a pinch, but a fresh roast at a real cafe is more preferable. Packaging is very important, because usually part of a product’s appeal is to be photographed and shared through social media. According to a survey by Eventbrite, 75% of people said that they believe unique dining experiences are worth paying more for. A personalized/ custom orders will feel more personal and luxurious to the customer. Making the menu online, with the help of a menu management company, so people searching for “coffee near me” can find the brand (location is important to customers. A ready-to-drink coffee also makes people feel like their having a DIY barista experience at home.
Source: www.singleplatform.com/blog/restaurant-indus try/trends/coffee-industry-changing-how-will-yo ur-business-adapt/
Target Audience - 02
PRODUCT BENEFITS
02.
P h oto: Ozi e L . G o m ez ( Pexel s )
03 - Product Benefits
ENERGIZING
1
Because one package is meant for consumption within 7 days from roasting, our coffee is guaranteed fresh. The coffee is made to order and delivered on the same day.
CUSTOMIZED
3
Coffee is like a blank canvas, you can always create new flavors. We are always striving to come up with creative flavor combinations that are exclusive to the brand.
FAST & EASY
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Indonesia is among the world’s top coffee producer, so why not support our local economy while enjoying a nice refreshing cup of coffee?
ECOFRIENDLY
7
Our brand provides coffee with consistent amount of caffeine for each consumption that will help customer feel energized throughout the day, anytime and anywhere.
2
GUARANTEED FRESHNESS
4
EXCLUSIVE FLAVORS
6
SUPPORT LOCAL BRAND
We understand and appreciate everyone’s unique preferences, the customer can input their preferences in the coffee order; such as light/dark roast, level of sweetness, dairy/ non-dairy, etc.
With our easy preparation method, your coffee will be made easily and with minimum waste and mess, suitable for a busy night at work or a casual brunch on Sunday.
The future of the environment is one of our priority, recyclable packaging with soy-based ink and eco-friendly production is used to reduce waste.
Product Benefits - 04
03. BRAND COMPETITORS P h oto: N ath a n D um l ao ( U n s p l as h)
05 - Brand Competitors
CuppaJoe Coffee
kafein.
Location: Bandung (Local) Physical & Online Store available Volume: 100gr Price: Rp 20.000,Shelf life: 2 months Same day delivery, made by order. Character: Low acid, low body Flavor notes: lemon zest, eucalyptus Origin: Sumedang, West Java Client: Accepts reselling to coffee shops, restaurants, or personal consumption. Income: Upper-Middle
Location: South Jakarta (Local) Physical & Online Store available Volume: 250gr Price: Rp 50.000,Shelf life: 2 months Roasting daily, made by order. Character: Medium acid, medium body Flavor notes: Aftertaste nougat Origin: Garut, West Java Client: Accepts reselling to coffee shops, restaurants, or personal consumption. Income: Upper-Middle
Tanamera Coffee & Roastery
Anomali Coffee
Location: Indonesia (Nation-wide) Physical & Online Store available Volume: 250gr Price: Rp 100.000,Shelf life: 1 month Character: Medium acid, high body Flavor notes: Palm sugar, cacao lime Client: Personal consumption Selling high quality and flavorful coffee from all around Nusantara. Income: Upper-Middle
Location: South Jakarta (Local) Physical & Online Store available Volume: 200gr Price: Rp 45.000,Shelf life: 6 months Character: Low acid, high body Flavor notes: Chocolate, cinnamon Origin: Java 50%, Aceh 50% Client: Personal consumption Helping local Indonesian coffee farmer especially during pandemic. Income: Upper-Middle
Brand Competitors - 06
04.
COMMUNICATION IDEAS
P h oto: E li zavet a Kozo rezova ( Pexel s )
07 - Communication Ideas
brainstorm Finding keywords
Routine Morning Necessity Daily Stay Awake Black White Bitter/Sweet Caffeine Plant Bean Roast Dark/Light Vintage Historical Coffee break Hot/Cold Warmth Energy Alone time Beverage Flavor Local
International Unique Culture Universal Classic Timeless Memory Diverse Cup Enjoyable Acid Tropical Outdoor Brunch Hangout Socialize Refreshment Leisure Eco-friendly Flexible Reminiscent Nostalgic Warm
Communication Ideas - 08
moodboard
e o eo l
d da
jd e PA U S E FO R A MOMENT
09 - Communication Ideas
Photo : Pe r s o na l & Pexels
05.
Ph oto: Jon Tyso n ( U n s p l as h)
BRAND NAMING Brand Naming - 10
vivrelogy
septième
Combination brand naming. (Metaphor + Fabricated)
Metaphor brand naming.
Derived from French word ‘vivre’ which means ‘to live’, ‘to experience’. Suffix ‘-logy’ means the study of or subject of the study. The earliest English examples were of the French ‘–logie’, which was in turn inherited from the Latin ‘–logia’. Translates into the study of life, the brand wants to represent the ever changing aspect of life. The continuous study and discovery of new things, so the brand can always evolve. Following the goal of the brand which is to be a daily lifestyle choice.
French for seventh (7th), inspired by brand story which wants to ensure coffee bean freshness and quality (seven days after roasting). Also meaning seventh day of the week, wanting to give a relaxing and refreshing experience anytime like on the weekend (Saturday or Sunday). The seventh district of Paris (septième arrondissement) is a culture and history-rich district. Coffee is a classic beverage that is enjoyed by many around the world, thus coffee is a universal drink despite the diverse cultural and historical aspect of it.
àeden
djeda doeloe
Metaphor brand naming.
Associative brand naming.
‘Áed’ was derived from the Old Irish word for fire, from a Proto-Indo European verb meaning "to burn" or "to kindle". Describing the brand as passionate and lively. Pronounced like ‘Eden’ from the Garden of Eden which is a symbol of paradise. In French ‘à eden’ means ‘at Eden’. Fitting with the brand goal that wants to provide a paradise-like relaxation, refreshment.
Using old Indonesian spelling. The concept is vintage, reminiscent and historical. Highlighting Indonesia’s local coffee products (Indonesia is one of the top coffee producer in the world). Also inspired by ‘coffee break’ in the work environment. Corresponding the name, he brand can reflect as a way of relaxation and reminder ‘to take a break’ or pause for a moment to enjoy a cup of coffee alone or sharing it with someone anytime of the day, anywhere.
11 - Brand Naming
06. P h oto: G i u li a Bern ard el l i ( Fub i z )
VISUAL PLAN Visual Plan - 12
1
2
3
djeda djeda doeloe doeloe
djeda doeloe 5
7e
DJEDA
e 7
4
9
[djeda doeloe]
10
D O E LO E 11 d j e d a
6
7
...
djeda doeloe
djeda doeloe
8 13 - Visual Plan
12
13
o e lo e
d j e d a .. doeloe DJEDA DOELOE
1
The Alternatives
Inspired by the steam of a relaxing warm cup of coffee.
ANTIPASTO
2 Inspired by the coffee plant, especially the cherry and bean. Also depicts the dark/light roast.
TELEGRAFICO
3
Inspired by coffee as a universal drink that is enjoyed around the world.
AP Visual Plan - 14
VISUALISATION TECHNIC
P h oto: OVAN ( Pexel s )
07.
15 - Visualisation Technic
BLACK
#F6EEC9
#F9813A
#1A1C20
#A20A0A
#799351
#330A0A
WHITE COLOR PALETTE
2.5x2.5 cm (25% ) X
5x5cm (50% ) Y
AP Regular 12 pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
10x10 cm (100% ) Grid: 5x6 Stroke: 7pt Font size: 48pt Kerning: 200 Leading: 60 pt
Using sans-serif typeface and spacious kerning to signify a casual and relaxed, but modern brand.
AP Regular 24pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Visualisation Technic - 16
#F9813A
C A RA M E L M A C C H I ATO _._.
Using code C, for Caramel Macchiato
#330A0A
AMERICANO ._
Using code A, for Americano
#799351
M ATC H A L AT T E _._.
Using code M, for Matcha Latte
The circle was inspired by coffee as a universal drink that is enjoyed everywhere around the world, the line in the middle signifies ‘pause/break’ and can be stylized like the International Morse Code, one of the most universal code in the world more than the Latin alphabet.
Symbolizes pause/break, stylized like morse code to be understandable universally
17 - Visualisation Technic
#A20A0A
R E D V E LV E T MOCHA _._.
Using code R, for Red Velvet Symbolize the continous cycle of daily life. The shape of the earth, as coffee is enjoyed by people around the world
D E FA U LT LO G O
7.5x7.5 cm (75% )
Flavor Variations
BRAND STORY
P h oto: E li ja h O ’ D o nnel ( Pexel s )
08.
Brand Story - 18
STORYL IN E : The U n i vers a l D ri nk Media: Vertical Video (9:16) Inspired by the phrase 'ngopi dulu'; which signify a coffee break, it means to enjoy a cup of coffee in the morning or after coming home from work, hanging out with friends / colleagues and telling stories about daily life. Everyone occasionally needs a break in their daily lives, a need that becomes a shared experience for all of us, no matter where we come from, our backgrounds, profession, age, gender, etc. Coffee is a drink that is enjoyed and loved by many people around the globe. To accompany your coffee break, Djeda Doeloe prioritizes the quality of our product. Did you know that coffee is fresh only within 7 days after the roasting process? With custom and pre-order systems, the instant coffee powder is packaged according to the customer’s preferences (dark / light roast, level of sweetness, dairy/ non-dairy, etc.) and delivered on the same day to ensure freshness and quality.
Slogan: Ti me to P re ss Pa u s e
THE UNIVERSAL DRINK Everyone deserves a break in our continous daily routine. We’re here to accompany your coffee break,
19 - Brand Story
As one of the most popular drink in the world, coffee is a shared experience that is enjoyed by many, regardless of our diverse backgrounds,
Anytime. Anywhere.
We understand and appreciate everyone’s preferences, With our custom order system, you can personalize your coffee to your taste.
Did you know coffee is the freshest within 7 days after roasting? With a simple click, your coffee is made to order and delivered on the same day.
time to press pause
Brand Story - 20
I nst ag ram Fe e d s
Djeda
doeloe
S E I N DA H A PA P U N HURUF TERUKIR, D A P AT K A H I A BERMAKNA A P A B I L A TA K A D A JEDA?
Dee Lestari
KALAU SEMUA TERASA SESAK, YA N G M E N U M P U K BAWA K E LUA R ; A J A K N A FA S S E B E N TA R .
Rintik Sendu
D
jeda
21 - Brand Story
doelo
e
09.
PACKAGING VISUALISATION
P h oto: D rew Wi l l i am s ( Pexel s )
Packaging Visualisation - 22
LABEL
Closing panel Bronze (metallic) foil
FRESH READY
BREW
CARAMEL M A C C H I AT O Our Caramel Macchiato combines rich and freshly roasted Djeda Doeloe coffee, dairy powder and luscious caramel flavor. Inspired by our signature handcrafted beverages, this everyday indulgence is a celebration in a cup.
SERVING SUGGESTION: 15g Caramel Macchiato 180ml Hot water Mix thoroughly
CARAMEL M A C C H I AT O
Time to press pause.
INGREDIENTS: DAIRY POWDER, SUGAR, COFFEE POWDER, NATURAL FLAVORS.
BEST CONSUMED WITHIN 7 DAYS OF OPENING
CONTAINS MILK
F RON T
Soy-based ink
Brand & Product description
PRODUCTION DATE DJEDADOELOE.COM 2020. ALL RIGHTS RESERVED
EXPIRY DATE
BAC K
Matte Recyclable paper
BREW
AMERICANO Our Americano combines rich and freshly roasted Djeda Doeloe coffee. Inspired by our signature handcrafted beverages, this everyday indulgence is a celebration in a cup.
SERVING SUGGESTION: 15g Americano 180ml Hot water Mix thoroughly
Time to press pause.
AMERICANO
Slogan
INGREDIENTS: COFFEE POWDER, SUGAR, NATURAL FLAVORS.
100 g
FLAVORED SPECIALTY BEVERAGE
23 - Packaging Visualisation
MADE IN INDONESIA PRODUCTION DATE DJEDADOELOE.COM 2020. ALL RIGHTS RESERVED
Ingredients
Sticker seal Diameter 3.5cm
Serving suggestion
100 g BEST CONSUMED WITHIN 7 DAYS OF OPENING
Volume
Closing panel Gold (metallic) foil
FRESH READY
Logo Flavor variant
MADE IN INDONESIA
FLAVORED SPECIALTY BEVERAGE
100 g
100 g
EXPIRY DATE
Production & Expiry dates
LABEL FRESH READY
BREW
R E D V E LV E T MOCHA Our Red Velvet Mocha combines rich and freshly roasted Djeda Doeloe coffee, dairy powder and luscious red velvet flavor. Inspired by our signature handcrafted beverages, this everyday indulgence is a celebration in a cup.
SERVING SUGGESTION: 15g Red Velvet Mocha 180ml Hot water Mix thoroughly
R E D V E LV E T MOCHA
Time to press pause.
INGREDIENTS: DAIRY POWDER, SUGAR, COFFEE POWDER, NATURAL FLAVORS.
100 g BEST CONSUMED WITHIN 7 DAYS OF OPENING
CONTAINS MILK
FLAVORED SPECIALTY BEVERAGE
100 g
MADE IN INDONESIA PRODUCTION DATE DJEDADOELOE.COM 2020. ALL RIGHTS RESERVED
F RON T
EXPIRY DATE
BAC K
FRESH READY
BREW
M AT C H A L AT T E Our Matcha Latte combines rich and fresh Djeda Doeloe matcha and dairy powder. Inspired by our signature handcrafted beverages, this everyday indulgence is a celebration in a cup.
SERVING SUGGESTION: 15g Matcha Latte 180ml Hot water Mix thoroughly
Time to press pause.
M AT C H A L AT T E INGREDIENTS: DAIRY POWDER, SUGAR, MATCHA POWDER, NATURAL FLAVORS. CONTAINS MILK
100 g
FLAVORED SPECIALTY BEVERAGE
MADE IN INDONESIA
100 g BEST CONSUMED WITHIN 7 DAYS OF OPENING PRODUCTION DATE
DJEDADOELOE.COM 2020. ALL RIGHTS RESERVED
EXPIRY DATE
Packaging Visualisation - 24
M atte Re c yc l a b l e p ap e r + G o l d foil S oy - b ase d in k
C A RA M E L M A C C H I ATO Using a Sugarcane outline to signify caramel, which is a candy made from heating sugar into a syrup form.
DIME NSION: Length: 8.5 cm Wi dth: 4 .4 cm Hei ght: 1 6 cm Wei ght: 1 00g
AMERICANO Using a Coffee plant outline, to signify Americano as a drink made by diluting an espresso with hot water.
25 - Packaging Visualisation
MOCKUP
MOCKUP
R E D V E LV E T MOCHA Using the outline of Cocoa plant, to signify Mocha, a chocolate flavored varient of caffe latte and red velvet, a crimson colored chocolate cake.
DIME NSION: Length: 8.5 cm Wi dth: 4 .4 cm Hei ght: 1 6 cm Wei ght: 1 00g
M ATC H A L AT T E Using the outline of Green tea leaves, to signify the main ingredient of the drink, which is matcha/green tea.
Packaging Visualisation - 26
Bott led Ve r si on Mockup
M e rch a n di se Wrapping Goodie Bag Water Bottle
Pouch
27 - Packaging Visualisation
Coffee Packaging
Mug
Michelle Jean d’Arc T. Student of the Visual Communication Design study program, class of 2018. Currently in 5th semester at the Faculty of Art and Design, Tarumanagara University. Nickname Michelle, based in West Jakarta. Have a hobby of exploring new things and passionate in fine arts, history, literature, travelling, graphic design and films.
Lecturers • Mr. Edy Chandra, S.Sn., M.Ikom • Mr. Harry Mores, S.Ds, MM
BRAND DESIGNER Brand Designer - 28