My second assignment is coffee box and merchandiser rack. I pick coffee because i love drinking coffee. So does the rest of the world. Coffee have a broad market.
Coffee Packaging - Café Vivace
Café Vivace that means eternal coffee in French, comes
in 3 different flavors. The flavors are French Roast, Brazillian Brew and
Sumatran Blend. These are one of the famous coffee blends in the world.
However, I twist the name a little to make the flavor more interesting.
Target audience
Demographic
Male and Female
Age 18 to 35 years old
Coffee lover
Psychographic
Outgoing
Hardworking
Always busy with work
Enjoy tea time
The design
The packaging is done in 3 different colors for each
flavor, but maintaining the dark brown color as a total. This is to provide the
look of the same branding for the product. Dark brown is used as the main color
because it is the color of coffee. Orange, green and yellow are used because
they are the color of nature. Hence, it gives the ambience of nature to the
packaging. It is important to have the nature ambience because coffee comes
from nature and it gives people confidence to buy the product as it gives the
natural feel of the product.
Also, they are labeled 1 (un), 2 (dos), 3 (tres). This
is to emphasize on the different flavor they have, and it act as a guidelines
for the consumer to buy the product. Sometimes, consumer remembers number more
than the flavor name. So, it will be easier for them to spot the number rather
than the flavor. I play around with different typography to bring up a fun yet
subtle look for the packaging. I use the bird to represent each country; an eagle
for Sumatran Blend, a parrot for Brazillian Blend and a Toucan for French
Roast. This is because those birds are often seen in the respective country.
The product
I pack the coffee in two sizes of straw. One is large
straw and one is small straw. This is because; I would like to cater to
different sizes of cup. Sometimes, we just would like to make coffee in a small
cup; thus, we only need a little coffee bean. When people buy my product, they
have the convenience to make coffee in the amount that they like. Also, by
packing my coffee in a straw, people can just grab a few sticks and bring it
for traveling, without worrying that it will spill in their bag. The straw are
sealed on both ends, which means your coffee beans will be fresh and nice when
you brew them!
The merchandise rack
The rack concept is like a pyramid. The product will
be arranged according to their flavor, and it will form a pyramid look due to
the different height of the rack. I pick this design because, from my research,
this rack design is the most popular and convenient. Mostly, the rack will be
place on a table near the cashier counter, or in a coffee shop or a restaurant.
If a customer like the coffee served in the coffee shop or the restaurant, they
can straightly purchase them off the rack.
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