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Brief

Douwe Egberts Lisa Burns OUGD503

My aim is to encourage consumers to buy Douwe Egberts coffee.  My design concept is based around Valentines day due to the tagline ' For the love of coffee', i will create a campaign to promote the brand with a theme of 'share love, share coffee'.

As my original audience was foodies, coffee lovers, young adults age ranged 18-30, thus still being the younger generation i think the age range needs to be narrowed down to a more appropriate age range 21-30, still keeping the consumers young yet an age that will be interested in the products i plan to create. The challenge it to loosen the 'old fashioned' image of Douwe Egberts coffee and get younger people talking about it.


Concept

Douwe Egberts Lisa Burns OUGD503

Tagline Valentines day Colour schemes

To develop a brand into a more desirable, fashionable and appreciated name. A name in the house holds of mixed generations, in particular the youngsters. Create and identity for Douwe Egberts which still holds its heritage yet provides something new to those who purchase their products. I did this by creating posters which advertised young faces with the idea in mind for young people to drink the coffee.

To make their coffee and talked about invention and all that comes with it too. The idea of 'occasional coffee' is to promote the luxury of gaining something more that just coffee with any purchase, a gift. Gifts are items that are received and distributed between the ones individuals care for on occasions such as Valentines, Easter, Birthdays and Christmas, a loving time between friends and family, a time when people are surrounded by home comforts.


Approach

Douwe Egberts Lisa Burns OUGD503

For the advertising aspect of the brief I mocked up some posters on bus shelters to show the how the imagery can't be put in to context. These are supposed to promote and advertise the new style of coffee in the theme of 'loving' it.


Packaging

Douwe Egberts

Douwe Egberts Lisa Burns OUGD503

When designing I had in mind the specific colour palette I had chosen, the simple black white, grey and red is recognised around younger individuals, I believe this has an alluring appeal about it as well as adds a richness to the designs. For the front of the packaging I created composed imagery from the photography I did of 'fresh faced models' in order to appeal to a younger and wider audience.


Final result

Douwe Egberts

Final products Love Coffee Loveometer Instant range

I believe the strong bold colours used in the packaging design has an eye catching appeal, making them more noticeable for on shelf presence. The use of photography on the packaging and promotional posters is unlike what most coffee brands do, so this has a benefitting factor for being individual. Themes within the packaging are coffee, lust, comforts, quick, instant, passion, attractive.

Lisa Burns OUGD503


Douwe Egberts