FMP - Brief 2 - Sources for submission

For mocking up purposes onto shop fronts I have sourced the logos of a popular coffee shop, and coffee retailer to propose the Douwe Egberts promotional and advertisement design elements to be used within. For submission purpose, images used which are not your own, you must source.

Starbucks logo: http://www.southernsavers.com/wp-content/uploads/2013/01/starbucks-logo.gif

Whittards logo: http://www.amazing-green-tea.com/images/whittard-of-chelsea-21291969.jpg

http://www.dlp.info/News/wp-content/uploads/2009/06/Starbucks-inside-01.jpg

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjutBYUpHJr70hdOwJNqzk8jReFA8YPuaq4l3nNovCQ12Z7XUe3PZZV7Ijwg8jaLZ43bBMt79w3QoLfh8FAhvTgF698oNjxg_iu7aO9NbLJlUC835KplXY-sZ0ypWx7JJkR9TpbLYLeRdrZ/s1600/Starbucks+1+Inside+shot+%231.jpg

FMP - Brief 2 - Whats your Coffee - Survey Results

How old are you?

19 - 25 - 10

26 - 29 - 1

Do you drink coffee?

Yes - 6

No  - 1

Sometimes - 5

Why do you drink Coffee?

Like the taste - 4

To gain energy - 4

For social reasons - 3

To warm up - 1

N/A - 1

Other - 

Motivation. Addicted. Cravings

A mixture of the caffeine boost and sometimes the taste. Most coffees taste horrible but if its done properly its really good.

Do you drink coffee at:

Home - 4

Coffee Shop - 2

Both - 4

Other - Whilst working

Where have you bought coffee from before?

Costa - 7

Starbucks - 7

Cafe Nero - 5

Pret Manger - 2

Coffee Republic - 0

Local Cafe or restaurant - 2

N/A - 1

Other:

Internet or morrisons

Coffe rand, cafe 164, smoothie company

Mcdonalds

What kind of Coffee are you most likely to purchase?

Other:

Speciality lattes - i.e vanilla, hazelnut, caramel, etc

Black or Gingerbread latte

What attracts you to a coffee brand?

 What Coffee do you buy for home use?

Other:

Packaging followed by the amount of coffee bean i get for the price.

Would you be tempted to buy a coffee for its adventurous Flavours? E.g Almond, Blackberry etc

Yes - 6

No - 5

What would make you prefer to make coffee at home, than buy at a coffee shop?

Things to consider:

Reasons people would prefer coffee at home - Cheaper, stay in warm, readily available, same taste and quality.

100% of those asked would be attracted to a coffee product which offered a flask like container e.g Mug

Most people buy Nescafe for home use

Taste and familiarity most popular points for buying a coffee product

DC - Brief 2 - Taste of Italy

Source: http://www.behance.net/gallery/Caffe-Strada/5451551

These are amazing. Although my photoshop skills are not to this standard I should try and incorporate images which link to the origin and history of Douwe Egberts into images relating to coffee....its just something to think about.

DC - Brief 2 - DE The home of Coffee - Campaign

Source: http://www.behance.net/gallery/The-Home-of-Coffee/6304995

An existing take on the Douwe Egberts brief. Its a nice concept, similiar to my own about enjoying the product at home, but a different approach - a slightly more unrealistic way, realistically people are not oging to drink enough coffee to save for a trip to Brazil. I feel my concept of enjoying it at home is simple and can work daily.

DC - Brief 2 - Sample Coffee Packaging

http://www.behance.net/gallery/Noir/284507

'The packaging is inspired by the  the coffee makers formal qualities of transparency and reflection. It uses only glossy and matte paper to create a fully functional tryptich experience for the buyer, reminiscient of the quazi-spiritual experience of their favorite morning drink.'

I admire the crafting and thought process behind this piece of packaging design, the designer has had to think about the workability, ergnomic qualities and folding / closing processes. This piece of designs works well due to its simplicity and deliverance. 

The purpose of the packaging was to individually package three products, but to make it work as a set. This has been achieved due to the different pockets within the packaging - once opened the products are clearly defined individually, but still apparent that they work together as a consumption material.

The designer stated the thought process of stock was considered - it was inspired by 'The coffee makers formal qualities of transparency and reflection' thus it's use of glossy stock.

FMP - Brief 2 - Container Products

For enticing customers to drink coffee at home, I thought a good idea would be to supply some kind of pack - so the coffee product within a re-usable contained, the utensils and the cup for the coffee. I have bought a few items to design onto and packaging

The cup will have a hessian surround label and packaging.

For the mobile advertisement cart, I will propose sample packs in the form of small hessian sacks, these will also be given out at purchases within coffee shops.

The glass bottles below can form a buyable sample pack, holding a range of coffees available. This will be available to purchase at coffee shops and stores.

Larger glass containers will hold the main coffee product within a hessian bag, which will be screen printed with the product information. The hessian will wrapped around the glass jar, and secured by the neck by string, and given a label which will hold Douwe Egberts seal stamp.

FMP - Brief 2 & 5 - Fabric Hoarding

I took a trip to Leeds Market to look at a few fabrics. After finding some inspiration within an oasis bag - there was a floral netting like illustration within the bag. I want to try scanning in and drawing some of the netting fabrics I bought and incorporate the seasonal flowers.

After coming across a chocolate packaging which used hessian, I thought it would be a great way to try and package coffee; I feel it communicates it's heritage. As its fairly cheap I bought a few metres to hopefully experiment within the next week.

FMP - Brief 2 - Coffee Format primary research

I wanted to get a better understanding of what products already exist in the coffee market, relating to drinking the product at home, and what formats it comes in to do so. There a large amount of coffee takeaway products I came across, primarily there are two types of contained - A ready made cup, to simply add water, or a pourable sachet. Each provide an easy way to produce a cup of coffee to drink at home.

Douwe Egberts have already attempted to get more people interested in drinking their coffee at home, over a coffee shop by providing a cup, milk powder and coffee granules. I think this approach is far away from what Douwe Egberts wants, which is to express their heritage through their products. The cheap takeaway coffee like product doesn't do this. I need to provide quality and convenience in what I choose to design.

The outer packaging remind me of crisps - the packaging is the same material. This again is something I want to avoid, I want to provide a quality material.

DC - Brief 2 - Product Range - GraviTea

Part of my overall idea to get people to drink coffee at home, was to provide and sell a range of products which would be used to make and consume the coffee product. I came across the product range 'GraviTea' which does a similar thing. It takes a very different approach regarding visuals - a consistent brand pattern is used across the range, which isn't something I want to do, but the concept and ideas behind the range is something I favour: a gift set for a companys customers, and a range of tea for different moods.

Designed for business and its relationship with its customers - a holiday gift pack, meaning there has been other gitfs. The packaging design works as an overall container for a few items, choosing to package them all together rather than individually to communicate them working as a set. Each of the items are reusable, transportable and can be used anywhere - the flask especially. Designed specifically for aesthetic purpose - to entice existing customers to stay with the business for such 'ad on' value.

Source: http://www.behance.net/gallery/GraviTea/438138

DC - Brief 2 - Packaging Pack

Source: http://lovelypackage.com/bols-genever-holiday-gift-pack/

I considered creating a range of products for Douwe Egberts - to be sold as a pack, to entice coffee goers to drink coffee at home. I wanted to supply the coffee product itself, alongside the utensils to use it, e.g A mug - each with the DE logo and seal. This packaging show a creative way of holding and advertising the products - using cut outs and windows to reveal partials of each of the products packaged. Its something I will certainly consider doing.


Packaging designed for retail purpose - using finished such as die cut to reveal bits of the product packaged, to entice customers and interest. 

DC - Hessian Packaging

http://lovelypackage.com/true-rum/

http://zoo.ad/index.php/projectes/packaging#/Pack-promocional-True-Rum-Ramon-Morato

This is my favourite packaging I've ever come across, down to the crafting quality, consideration of stock and fabric, sewing elements, content and how beautiful it looks. I wanted to create a similiar sense of style within my Douwe Egberts packaging, when approaching packaging samples and the glass jars - it would really give it a professional finish and a different, more personal approach to its overall appearance. 

This style of packaging is very far from commercial down to the huge amount of effort which needs to be used to create each individual packet. Its driven by stock and material choice, the designer has come up with a very simple solution to packaging the content: chocolate coins. The style of packaging also reflects the brow brand of 'True Rum'

FMP - Hessian Packaging

I wanted to reflect the heritage and history of Douwe Egberts Coffee beans, with a new fresh approach to the packaging material. I also wanted to consider the ethological impact, for the packaging to be re-usable within the home. I then considered the use of hessian, and how it could be a nice way to reflect the Douwe Egberts history, and the fact it's been around so long.

I came across a 'Happy Rice' project which looking at stitching hessian to form a bag, and screen printing the design onto. The product itself I'm not to keen on, due to its unprofessional stitching finish and its mixed array of type. The hessian packaging I will produce will be an internal packaging to a card / paper based outershell.

Source: http://www.behance.net/gallery/HAPPY-RICE/1588441

'The objective of this brief was to design packaging that was sustainable and to satisfy a target audience. My product to package for was rice, and the idea behind my packaging was to be as environmentally friendly as possible; made from Hessian fabric and the branding was screen printed onto the fabric with water based paint. My structure is also completely hand made; fabric is cut by hand, put together by hand and then using a sewing machine, sewn together.'

This packaging design is solely driven by stock, as is Eco considered so has decided to use a organic fabric, which is this case it hessian which is biogradable. The packaging itself can also be reused with the resealable pull tie. The printing method of screen printing was also highly considered - a more sustainable way of printing, especially onto such a fabric as hessian.

FMP - Douwe Egberts Company Research

Images supplied in project pack:

Douwe Egberts by

http://www.scribd.com/doc/122009648/Douwe-Egberts

Source: http://www.douwe-egberts.co.uk

History:

- 1953 - Douwe Egbert opened first store in Midstreet, Joure, The Netherland.
- Egbert and Akke's mission was to sell products for 'the pleasure of daily living'.
- The red Douwe Egbert seal is based on the company's wax seal used in the early days. In 1925 this seal was incorporated into packaging design 
- In 1967 Douwe Egberts aired its first commercial on Dutch television, The ad highlighted the social aspect of bringing people together through coffee drinking.
- In 2001 Douwe Egberts started a true revolution in coffee drinking. Senseo was the first global launch for Douwe Egberts, creating the single serve coffee segment.
- In 2003 Douwe Egberts celebrated 250 years of coffee roasting & grinding.
- 260 Year Anniversary - 2013

Stories of how the Coffee bean was found:

Arabic Doctor - Reference to plant in 900BC - Berries good for stomach 
Discovers by Goats - Noticed goats eating red berries. Found to be full of energy. 'Full of beans'. Monks used berries to stay awake for night prayers. Coincidence - Roast beans to make drink. 


Facts about Coffee: First organised cultivation of Coffee - gardens of Yemen
Coffee House in Europe 17th Century - Coffee became popular - Spread across europe, then the world by 1800
Brazil is worlds largest coffee producer

Worlds second largest Coffee roaster

Quotes:

'Each Coffee moment is different'

'A great way to start your day'

'Coffee is a rich natural source of antioxidants.'

'

Existing Coffee Products:

New Coffee Products:

        House Blend:  for those who want a delicious ground that tastes perfect every day this smooth, full bodied European-style coffee is prepared with a classic blend of the finest beans.  (Strength 3)

·        Time Together:  to accompany good company and great conversation, this deliciously spicy blend with a hint of vanilla and nut is ideal for those who get together with friends over a coffee.  (Strength 4)

·        Café Milano:   when only a traditional Italian-style coffee will do, this smooth, laid-back blend with a hint of spice evokes the flavours of Milan and is perfect to relax and escape with.  (Strength 3)

·        Flavourful Decaff:  to reduce caffeine intake without compromising on taste, this smooth, full bodied blend with hints of vanilla and chocolate is expertly created with gently decaffeinated beans. (Strength 3)

·        Morning Americano:  with a vibrant blend bursting with nutty flavour, this full-bodied and robust American-style coffee provides the perfect kick start to the day.  (Strength 5)

·        Fired Up:  for those who love to savour a rich, intense coffee this powerful, espresso-style blend is created with dark-roasted beans to bring out the delicious, intense flavours of spice and chocolate. 

Considerations:

- Packaging & Advertising design for new products?
- Using quotes within packaging design
- Re-enstate and incorporate old style wax seal
- Incorporate coffee facts / Coffee Bean story into design elements