Nescafem

Background:

Requirements:

Millions of coffee lovers are becoming baristas in their own homes following the introduction of NESCAFÉ AZERA, a new way to look at instant coffee.

Through combining a tasteful blend of instant coffee and finely ground, roast coffee beans, we are able to deliver a true barista style beverage, with all the aroma, taste and look of a coffee-shop coffee.

All work must include the full brand logo The logo cannot be changed, please always use it as given Fonts: Barista Style Instant Coffee = Trade Gothic LT Pro Bold Condensed No. 20, Product descriptor text = Serifa Std. If you don’t have these please use something similar.

Brief:

Concept:

1.Come up with a new product innovation for NESCAFÉ AZERA. It can be a tweak to a revolution, for example - a new packaging idea, a new way to drink coffee, or even a simple design tweak. Think about creative solutions for ensuring our consumers are able to access the highest quality coffee in an instant. Remember, this doesn’t have to be a revolution; small changes can be just as impactful. The important thing will be how you bring it to life.

We aimed to provide a truly new way to enjoy instant coffee, creating a product innovation that would engage the consumer and provide a fresh experience that challenges conventional coffee delivery methods.

2.Create a social media campaign to launch your new product innovation.

Any social media is fine by us. Please explain the campaign and bring it to life with visual examples.

3. A big part of a new launch is making it stand out instore. Show us how you would make your new product innovation catch the attention of audience while they shop. Use any form of media you feel would work (traditional instore displays, mobile, digital, branded merchandise).

Audience: Our audience is a young and dynamic consumer. The AZERA buyer is 25-35, and part of ‘generation possible’. Not satisfied with accepting they can’t have something, they will find a way to make it happen. They challenge conventional ideas to get a better outcome. They have changed the rules in so many areas – from starting businesses with Kickstarter and Etsy, to redefining fine dining with street food and gourmet burgers.

Martin O’Dea (collab with Sam Hoh)

Nescafe Azera

OUGD603

Design Sprint: To clarify the brief and gain a strong understanding of the context for our product innovation and promotional campaign we used rounds of design sprints to independently find out as much about the instant coffee market as we could.

Some really interesting research came up in the sprint, and it was great to see that me and Sam had taken different avenues of research and were able to discuss and compare aspects we found interesting or relevant. Much of both of our research pointed to trends showing that the UK is becoming more European in its approach to coffee and that the instant market is still growing and trying to find its feet in the emerging coffee shop culture.

Martin O’Dea (collab with Sam Hoh)

Nescafe Azera

OUGD603

Concept Development: In seeking out a new packaging/distribution format that could disrupt the instant coffee market, we looked at existing alternative packaging and clever designs within the coffee market.We explored a number of ideas at this stage, seeking solutions that either sped up the time it takes to pour coffee, or provides a novel solution that stands out against competition.

Some early ideas included: - a funnel that pours multiple cups of coffee simultaneously e.g. in an office environment.

- A plastic spoon with coffee in that you mix into boiling water - A coaster with coffee in that you use and then put your drink on - A sort of pepper grinder for coffee

Final Concept:

Azera Revolution uses an alteration to product packaging that allows consumers to dispense an exact shot of coffee with a twist of the box.

We aim for this action to become synonymous with modern coffee drinking. The twist evokes the grinding of beans and the produces the exact measurements of a coffee shop, giving consumers confidence in the quality of the product.

It is an extremely quick and efficient way to serve multiple cups of coffee, and to produce a consistent, rich coffee experience every time.

Martin O’Dea (collab with Sam Hoh)

Nescafe Azera

OUGD603

Painting and labelling the Boxes: This is the effect we wanted for the packaging, where the cylindrical box would be coloured at a diagonal from top to bottom to allow for interesting stacking patterns. The only way we could do this effciently was to paint them, as vinyl would warp on the curve and would hide the textured recycled board instead of enhancing it.

We were not sure how well painting would look, especially as we needed the mock-ups to be strong enough to photograph. We ordered 8 boxes incase of mistakes and printed enough labels for each of them.

We were surprised at how well this effect worked and apart from a few places where the masking tape tore some paint, we got really good results that were perfect for photographing.

Martin O’Dea (collab with Sam Hoh)

Nescafe Azera

OUGD603

Martin O’Dea (collab with Sam Hoh)

Nescafe Azera

OUGD603

T COFFE E BARIST A STYLE INSTAN

REVOLUTION

Our social media strategy would aim to engage with consumers through a competition. This would take the form of real world activity that would spark organic promotion and discussion online. A vehicle would be altered to mimic the Azera Revolution packaging and would be driven around

city locations.

A spectacular prize draw would be advertised for those who are able to capture and post a snapshot of the car on its travels.

The best way to attract attention is to surprise people. We propose a stunt that would see a giant

bottle of Azera Revolution attached to a helicopter mimicking the car campaign but on a larger scale.

This would be a huge, out of the ordinary competition that would separate Azera from other coffee companies.

Martin O’Dea (collab with Sam Hoh)

Nescafe Azera

OUGD603

We needed to be clear about how our product innovation would function on our submission boards so I created an exploded diagram to explain the inside of the box. Together we wrote a description of how the mechanism worked: The mechanism is constructed from foodsafe cardboard using gravity to refill. Coffee granules filter through the open quadrant and fall through the main chamber, ensuring that each shot is refilled before it is dispensed.

The box is twisted by hand, rotating the main chamber to line up with the bottom opening and release the next shot.

Each twist would dispense exactly one shot which would be the equivalent to one standard NescafĂŠ Azera serving.

I made an exploded diagram to demonstrate the mechanism on the boards

Martin O’Dea (collab with Sam Hoh)

Nescafe Azera

OUGD603

Shelf Arrangement The tops of each Azera container would be coloured blue, allowing for different stacking patterns. This will catch

the customers attention in the aisle. The patterns could change over time and would be naturally altered as customers pick them up.

Martin O’Dea (collab with Sam Hoh)

Revolving Doors - Ambient Advertising strategy As part of a nationwide supermarket campaign, revolving door entrances would be decorated as the mechanism of Azera

Revolution. The exterior would be dressed to look like the Revolution box.

Revolving doors would be fitted with a ground coffee decal, forcing customers to engage with the product before they enter the store.

Nescafe Azera

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Point of Sale We would employ a continually rotating POS display which serves the purpose of demonstrating the mechanism and housing the product.

The display would be brand consistent with Azera Revolution and utilise its cylindrical shape to reinforce brand recognition amongst shoppers.

Martin O’Dea (collab with Sam Hoh)

BARIST A STYLE INST

ANT COFFE E 3

1 2

1

200ml

2 0m 20 l

3

As designers we feel packaging should be relevant and minimal which we feel resonates with the brand.

Azera’s target market, ‘generation possible’, are environmentally aware and overpackaging can discourage them from

buying one product over another.

In order to reduce the Nescafé Azera Revolution carbon footprint, a second product would be available in the form of a refill pack sold without tube dispenser.

Nescafe Azera

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