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NescafĂŠ Azera

Revolution

2014


NescafĂŠ Azera

Revolution

Concept: We aimed to provide a truly new way to enjoy instant coffee, creating a product innovation that would engage the consumer and provide a fresh experience that challenges conventional coffee delivery methods.

2014


NescafĂŠ Azera

Revolution

2014

NescafĂŠ Azera

Revolution

2014

Instant coffee with a twist 3

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Azera Revolution uses an alteration to product packaging that allows consumers to dispense an exact shot of coffee with a twist of the box. We aim for this action to become synonymous with modern coffee drinking. The twist evokes the grinding of beans and the produces

the exact measurements of a coffee shop, giving consumers confidence in the quality of the product. It is an extremely quick and efficient way to serve multiple cups of coffee, and to produce a consistent, rich coffee experience every time.

200ml


NescafĂŠ Azera

Revolution

2014

The mechanism is constructed from foodsafe cardboard using gravity to refill. Coffee granules filter through the open quadrant and fall through the main chamber, ensuring that each shot is refilled before it is dispensed. The box is twisted by hand, rotating the main chamber to

line up with the bottom opening and release the next shot. Each twist would dispense exactly one shot which would be the equivalent to one standard NescafĂŠ Azera serving.


Nescafé Azera

BARIST A STYLE INST

Revolution

ANT COFFE E 3

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1

200ml

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As designers we feel packaging should be relevant and minimal which we feel resonates with the brand. Azera’s target market, ‘generation possible’, are environmentally aware and overpackaging can discourage them from

buying one product over another. In order to reduce the Nescafé Azera Revolution carbon footprint, a second product would be available in the form of a refill pack sold without tube dispenser.

2014


NescafĂŠ Azera

Revolution

2014

T COFFE E BARIST A STYLE INSTAN

REVOLUTION

Our social media strategy would aim to engage with consumers through a competition. This would take the form of real world activity that would spark organic promotion and discussion online. A vehicle would be altered to mimic the Azera Revolution packaging and would be driven around

city locations. A spectacular prize draw would be advertised for those who are able to capture and post a snapshot of the car on its travels. The best way to attract attention is to surprise people. We propose a stunt that would see a giant

bottle of Azera Revolution attached to a helicopter mimicking the car campaign but on a larger scale. This would be a huge, out of the ordinary competition that would separate Azera from other coffee companies.


NescafĂŠ Azera

Revolution

2014

Shelf Arrangement The tops of each Azera container would be coloured blue, allowing for different stacking patterns. This will catch

the customers attention in the aisle. The patterns could change over time and would be naturally altered as customers pick them up.


NescafĂŠ Azera

Revolving Doors - Ambient Advertising strategy As part of a nationwide supermarket campaign, revolving door entrances would be decorated as the mechanism of Azera

Revolution

Revolution. The exterior would be dressed to look like the Revolution box. Revolving doors would be fitted with a ground coffee decal, forcing customers to engage with the product before they enter the store.

2014

Point of Sale We would employ a continually rotating POS display which serves the purpose of demonstrating the mechanism and housing the product.

The display would be brand consistent with Azera Revolution and utilise its cylindrical shape to reinforce brand recognition amongst shoppers.


Nescafé Azera

Introducing Nescafé Azera Revolution

Revolution

2014


Revolution