BRANDING AND PACKING
Divine Espresso
Devine Expresso is a coffee label that explores the tastes of the world, compacting the local flavours into one delicious bean. The packets are inspired by traditional patterns of the country that the bean originates from. The name of each flavour is the Latin word for the main taste the beans possess.
About The
AUDIENCE
Devine Expresso applies to every one who enjoys a good coffee. Our segmentation techniques focus on those who have a love for coffee. Those who look on more than just taste, but the types of emotions and memories they get with every cup they drink. They enjoy being able to experience the world and culture through a great, personalised, tasting coffee bean.
DEMOGRAPHICS
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Ages 25 and above, those who have a mature taste for coffee.
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Typically mothers however both genders enjoy the coffee.
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60% of coffee purchasers are female, with only 40% being male (IBIS World, 2015).
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At least 1 Household member works full time.
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Middle to high socioeconomic groups.
PSYCHOGRAPHICS
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Satisfaction and Hedonic Value driver purchases.
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Individuals tend to be busy with work and family friend commitments.
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Quality and style conscious.
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Indulge in quality products.
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Justifies leisure costing as a near necessity, e.g. willing to spend extra money on quality products.
About The
BROCHURE
As the target audience generally develop a connection with coffee it was important to incorporate adjectives that physically describe the taste, and the motion experience you feel when tasting a Devine Expresso cup of coffee.
Because they are a different kind of coffee company, establishing this is important, hence why they have described this in the brochure. They have also described who they are as a company, how they capture the culture in the coffee beans, roasting process, and how they give back to the community.
You will notice on the brochure there are the same patterns, colours, typefaces and general design consistency. This is important, as a main objective is to become better recognised within the community as they are a new company to the industry, thus having consistent designs and styles will enforce this future recognition.
To encourage a call-to-action type effect we have incorporated a discount on the physical brochure itself. Customers are directed to take this brochure into stores to receive a 50% discount on the coffee bags for the coldest winter month. By “warming up your winter” during the month of July, suggests a sense of urgency for the customers, making them purchase this product sooner and fall in love with these brilliant beans.
About The
MAGAZINE ADVERT
Devine Expresso focuses on the experience you’re taken on when drinking a cup of coffee, and the cultures you can feel when tasting it, the magazine ad reflects this. The colours used in the coffee splat reflect the specific flavour being advertised. For example yellows, reds and oranges have been used to reflect the vibrant and rich culture in both the coffee and Brazil itself.
To create a call-to-action we have incorporated the use of a QR code, integrating the most contemporary technologies. Scanning this code will direct users to the website where they can subscribe to receive a free coffee sample packet. This will be sent to their doors so they can taste the greatness for free.
As magazines are typically a monthly publication this offer will only be valid for a month (July-the coldest month of the year). This has intentionally been left out of the magazine for a simplicity design effect while also driving more traffic to the website (if they read this after this offer has expired). This will encourage people to explore the website and what Devine Expresso actually is, increasing the potential customer base.
Out of Home
BULKY MAILER
About The
Bulky mail is a form of direct mailing that has an increased response rate than the “regular” forms. This is generally because they are used as a “gift” or something beneficial to the consumer. Because Devine Expresso is new to the market and wants to better establish themselves/get their fantastic products experience by the public, this is an effective way to do so.
For these reasons, and because our audience are coffee lovers, we have developed a box containing chocolate coated coffee beans. These will be sent to mail boxes in particular areas with middle-high social economic individuals.
The actual design on the box is an airplane window showing the patterns of the coffee flavour and free chocolate beans on the other side. Again, using the same typefaces will make everything consistent. The idea of a airplane window has been incorporated as experiencing the tastes of the world is usually associated with traveling and enforces our message. The beans will slide out in a tray. There will be 3 patterns with 3 flavours distributed. By having a variety in different areas will hopefully generate talk between neighbours asking what flavour each person got, and what they tasted like.
On the back there is another promotional technique incorporated. This is a link to the website leading them to ways to get their free coffee beans sample sent to their door. This will again only be during the month of July. There is no explanation of this on the packet, as it isn’t needed as this is a perishable item so will likely be thrown away soon after consumption.
As they are already getting a sample the main intention with this promotional technique is to generate interest and talk, while providing the information to find out more.
