MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Nescafe Azera (YCN Entry)
Module Leader/Tutors: Amber Smith,
Andy Lodge, Simon Harrison, Phil M Module Credits: 60
Weighting of Brief within Module: 100%
Context Overview: 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.
Brief or Tasks Create a new product innovation and a campaign to launch it both instore and through social media. for The product innovation could be a new packaging idea, a new way to drink coffee, or even a simple design tweak. It must stand out instore and online across social media.
Target Audience / Tone Of Voice Our audience is a young and dynamic consumer. The AZERA buyer is 25-35, and part of ʻgeneration possibleʼ. Not satisfied with accepting they canʼt have something, they will find a way to make it happen. When it comes to coffee, this group have grown up with coffee shop culture. They are drinking higher quality coffee, and want to be able to achieve this at home and in little amount of time.
Evidence – for this project students should submit - New Product Packaging Concept - New Product Packaging Design Tweak - Social Media Campaign - In-Store Campaign
Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014