F&B Projects – Agency & Team Portfolio
TATA COFFEE case study
We start at the Top
Background: Tata Coffee is arguably the largest integrated coffee plantation company in the world. Tata Coffee has a hand in every aspect of the coffee making process, with business activities ranging from growing and curing of coffee and tea to the manufacture and marketing of value-added coffee products. Tata Coffee grows coffee on its own estates, processes the beans, exports green coffee, manufactures and exports Instant Coffee.
Business Objective: Tata Coffee now wants to make a big entry into the domestic instant coffee segment, with the launch of a new retail brand that offers a new/innovative blend.
Brief : Create a buzzworthy brand and packaging for Tata’s competitively priced unique blend of instant coffee and their big foray into the coffee segment.
The Category: There are two big players in the Indian Instant Coffee Market – Nescafe Classic and Bru Instant
Nescafe India
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Nescafe Range (International)
Nescafe Classic
• • • • •
Red is the colour that Nescafe is associated with in India Coffee mug with hot (signified by the aroma emanating from the coffee) black coffee (not really an Indian preference) and beans on packaging Premium appeal. Product itself, does not look very appealing (looks a lot like chocolate powder) The bottle does not mention that it is Instant coffee on the front
Nescafe Classic: Back of Pack While the front is clean and neat, the back of the pack has an information overload. Instructions
Nutrition Information
This is the first thing that catches your eye. Supporting text crowds an already busy back.
Social Media URL
The information is placed in a green unit that makes it look out of place. The information is too small to read and can be formatted neater.
Is this really needed here? Can be removed to clear up some space.
Logo Units & Contact Information
Ingredient and Mfg. Information This information is aligned badly, making it difficult to read. The price can be a bit more prominent and the weight seems
All the units are arranged very randomly. The Nestle logo unit is cut off by the Nutrition unit. Overall there are too many shapes fighting each other.
Bru India
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Bru Instant
• • • • • •
Green is Bru’s primary colour A simple south Indian looking cup and saucer containing milk-madecoffee and coffee beans are shown Looks more regional/south Indian Product is a lot darker and finer As they have a filter coffee as well, the name itself signifies that it is instant Seal of trust is not readable
Bru Instant: Back of Pack The shape of the bottle allows for information to be spread across, however notable inconsistencies in fonts, sizes and typography. Health & Blend Information This unit sits at the back of the bottle. It looks out of place as the fonts (size and style) used do not work with the rest of the information. The shape enclosing the text and it’s border are also not Stamp of International needed.
Dietary Guidelines
The font used for the text supporting the stamp does not work with the font used above it. Also, the unit enclosing it is not needed here as again, this shape does not work with the unit above it .
Price & Batch information
The fonts and weightage used here does not match any other element. The white is fights against the green here.
Nutrition Information The information is displayed in 2 different font styles. It has also been italicised – unnecessary. The font used for the ingredients is not easily legible in that size and also does not sit well within the box that it is enclosed within
Ingredients, Instructions & Storage Information The Instructions could be described a little better (for ex. 2 or 3 step process). The spacing between lines seems off as the last line is too close to the bottom unit
A look at other coffee brands across the world
Folgers Coffee
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Maxwell House
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Niche Brands
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Packaging Approach
Packaging Approach
FUNCTIONAL
MINIMAL
VISCERAL
EMOTIONAL/EVOCATIVE/ ENGAGING
Packaging Attributes Clarity and Simplicity
Honesty
Impact & Extensibility
Our Approach
COFFEE PACKAGIN The Creative BlackBox G
To capture the seafaring history of coffee and Seattle’s strong seaport roots, there was a lot of poring over old marine books going on. Suddenly, there she was: a 16th century Norse woodcut of a twin-tailed mermaid, or Siren. A logo was designed around her, and the long relationship with the Siren began.
The Siren has always been there. She is at the heart of Starbucks.
Let’s find our siren !
Why good branding & packaging, is important?
1. Shopping/buying is as much or more an emotional experience as it is a function of picking up stuff shoppers need. 2. 80% of purchase decisions are made at shelf.
By conveying the promise of a superior experience of a richer, more aromatic and fresh-flavourful coffee.
TATA COFFEE:
Delightf ul Coffee
COMPETITION:
Good Coffee
The Insight: To engage with the mood that coffee evokes, a treasured relationship filled with emotion, positivity and anticipation and not mere habit*. To invoke the thought that
“I’m treating myself to something better” *Coffee in the north is more occasion based (primary consumption is OOH) as a break from the regularity of tea and as a marker of refinement in a social context. While we must appeal to the customer of the south as our primary target, we must not alienate the sensibilities of the coffee consumer of the north.
The Proposition
THE BETTER COFFEE
RTB
• • • •
Process & Blend Heritage Experience Superiority
The Better Coffee Tata’s Own Plantations.
Tata’s Own Expertise & Care
Signature Blend locks in freshness and packaged at source.
The Rich-Fresh Coffee Experience.
colour & strength
Rich, Warm & Inviting
freshness & aroma
texture & ingredient
Tone-of-Voice
The Colour-Board
PAUSE
• NAME • WINNING CONCEPT • RELATIONSHIP TO PARENT BRAND
• Creative Strategy
LOOK
• Creative Intent • Creative Expression
Experience • CAFE LUXURY
THE BETTER COFFEE
Process & Product • MADE WITH LOVE • CAFÉ FRESH
HERITAGE • MARK OF AUTHENTICITY
CafĂŠ Luxury on the experience of the coffee, richer, more fresh, aromatic & flavorful
ROUTE 1: EXPERIENCE
Café Luxury: Concept 1
Café Revel
FOP
Category Codes
logo
Product descriptor
Credentials
Product Promise
BOP
Category Codes
Product story
Product USP Recipe
Nutrition informatio
Mandatories
Address Social media FSSAI Logo
50g Pouch & 2.2g Sachet
The Proposition
The Proposition Jar
The Proposition Family
Café Luxury: Concept 2
FOP
Category Codes
logo Product descriptor
Product story
Credentials
BOP
Category Codes
Product story
Nutrition informatio
Recipe Product USP
Mandatories
Address Social media
FSSAI Logo
50g Pouch & 2.2g Sachet
The Proposition
The Proposition Jar
The Proposition Family
Made with Love On the finely, lovingly curated process.
ROUTE 2: PROCESS & PRODUCT
Made with Love: Concept 1
FOP
Design elements Credentials logo
Product
Product descripto
Product story & promise
Ingredient story
BOP
Product USP
Credentials & weight
Product story
Nutrition informatio
Recipe
Manditories
Address Social media
FSSAI Logo
50g Pouch & 2.2g Sachet
Jar
Family
Made with Love: Concept 2
FOP
Category Codes
Ingredient story logo
Product descriptor
Product story
Credentials
Product promise
Category Codes
Product story Nutrition information Recipe Product USP
Mandatorie s
Address Social media
FSSAI Logo
50g Pouch & 2.2g Sachet
The Proposition
Jar
Family
Café Fresh Convey a sense of freshness from plantation to coffee
ROUTE 2: PROCESS & PRODUCT
Café Fresh: Concept 1
FOP
Category Codes Product promise
Product story
Credentials
logo
Ingredient story
Product descriptor
Category Codes
Product story Nutrition information
Product USP Recipe
Mandatorie s
Address Social media
FSSAI Logo
50g Pouch & 2.2g Sachet
The Proposition
Jar
Family
FOP
Category Codes
BOP
Category Codes
Product story Nutrition information
Product USP Recipe
Mandatorie s
Address Social media
FSSAI Logo
50g Pouch & 2.2g Sachet
The Proposition
Jar
Family
Mark of Authenticity Convey a sense of expertise, authenticity & heritage.
ROUTE 3: HERITAGE
Mark of Authenticity: Concept 1
FOP
Category Codes Credentials
Product story
Ingredient story
logo Product descriptor
Product promise
BOP
Category Codes
Product story Nutrition information Recipe Product USP
Mandatorie s
Address Social media
FSSAI Logo
50g Pouch & 2.2g Sachet
The Proposition
Jar
Family
Mark of Authenticity: Concept 2
FOP
Category Codes Credentials Product promise
logo
Product descriptor
Product story
Ingredient story
BOP
Category Codes
Product USP Product story
Nutrition informatio
Recipe
Mandatories
Address Social media
FSSAI Logo
50g Pouch & 2.2g Sachet
Design elements
The Proposition Jar
The Proposition Family
Extendibility
The Semantics
TJ’S BrewWorks
Beer drinking in all cultures is an extremely social activity that has a natural inclination for bringing people together during day or night. This is particularly noticed during cricket or football matches when pubs come alive with good cheer, bonding and bonhomie.
So it was important for the communication strategy to leverage these positive, social aspects of beer drinking.
And we didn’t have to look far – in fact no further than the name,
BrewWorks!
The term brew is so versatile that it refers to our unique brand of handcrafted beer.
It also gives us the leading phrase – “What’s brewing?”
What’s As a phrase, “What’s Brewing?” at once invites conversations, teases and prompts interesting responses and goads people into revealing information about their lives. All of which is best done over a beer.
Brewing?
What’s brewing at?
TJ’s BrewWorks?
Brewing ambitions
Brewing freshness
Brewing culture
Brewing happiness
Brewing music
Obviously then, Brew Works is not a place that only brews beer‌
but much, much more!
Brewing news Brewing stories Brewing relationships Brewing Taste Brewing plans Brewing ideas Brewing conversations Brewing recipes Brewing passion Brewing energy Brewing excitement Brewing inspirations Brewing trust Brewing bills Brewing change Brewing trends Brewing melody Brewing life Brewing secrets Brewing symphony Brewing arguments Brewing games Brewing drama Brewing laughter Brewing strengths Brewing pride Brewing fantasy Brewing greed Brewing zest Brewing surprises Brewing Affection Brewing joy Brewing culture Brewing connections Brewing words Brewing trouble Brewing memories Brewing trouble Brewing music Brewing gossip Brewing colors Brewing happiness Brewing sunshine Brewing messages Brewing messages Brewing events Brewing ambitions Brewing vision Brewing hope Brewing hospitality Brewing mixes Brewing moments Brewing freshness Brewing newness Brewing smiles Brewing magic Brewing madness Brewing illusions Brewing artists Brewing magic Brewing imagination Brewing contacts Brewing adventure Brewing design Brewing adventure Brewing times Brewing art Brewing peace Brewing stars Brewing perfection Brewing miracles Brewing health Brewing wealth Brewing razzle dazzle Brewing interests Brewing alliances Brewing friends Brewing spirit Brewing lyrics Brewing bloggers Brewing hunger Brewing loyalty Brewing patience Brewing bloggers Brewing warmth Brewing comfort Brewing creativity Brewing sanity Brewing appetite Brewing details Brewing values Brewing empathy Brewing bliss Brewing delights Brewing beliefs
Brewed to perfection
Brewed to perfection
Brew of words, stories and great times
Environment/ Events What’s brewing at BrewWorks? (Customers can make a choice) Catching up with friends? A romantic tete a tete? A secret rendezvous? Meeting a prospective employer? It could be anything
Interactive table mats, coasters, etc Consumers could also fill in their answers on the coasters and submit it to win a “ six pack”
Environment/ Events There can also be a ‘what’s brewing’ blackboard wall for people to fill in or draw “what’s brewing” in their lives’? Here, customers can fill in what’s brewing in their lives - new job, new boyfriend, new hairstyle, shifting house, writing a book etc. We could create a Wall of beer mugs that could carry names and their entries. It could be an interesting Art Installation! We could even brand “What’s brewing?” paper serviettes with illustrations.
Environment/ Events Choose your beer according to your mood. Bitter. Light. Creamy etc.
Like the Beer palette, we could have Beer mood swatches – so “what’s brewing” could be a bad hair day, fight with the boss, losing a match, falling in love etc.
Digital Campaign | Website As customers submit entries re: what’s brewing in their lives, Brew Works will submit the same as a status update on the BW fb page. In real time. The My Places app on fb will be used to tag who the customer is with, at Brew Works. Maybe, a new “What’s brewing?” app can be designed for facebook by Brew Works, where people can select from a list of life’s common events or create their own unique one. Customers who have the most varied and regular “What’s brewing?” updates get a free Beer pitcher. Also “what’s brewing” is a large enough platform to discuss various topics apart from beer on facebook and social media.
Merchandise What’s Brewing “make your own t-shirt”. T- shirts with quotes “As he brews, so shall he drink” Beer mugs with sayings like brewing magic, brewing ambitions etc Brewing sunshine for the umbrella Brewing appetite for the plates
News | 0ut of home/space graphics What’s brewing? could be a great way to connect with what’s making news:
Such as: Kareena’s exorbitant fees for Heroine. Ashley Cole and Cheryl spotted together. Is Rahul Gandhi getting ready to become Prime Minister? Stickers of “-------- brewing” can be placed on movie posters based on their storyline.
Design applications
Wall Graphics
Wall Graphics
Visiting Card
Visiting Cards
Letterhead
ID Card
Envelope
Invoice
Loyalty Card
Food Menu
Beverage Menu
Menu Inside
Table Mats
Menu
Menu
Beer Palette
Tent Card
Jute Pouch
Wall Graphics
Wall Branding
Wall Branding
Wall Branding
Pillar Branding
Signage
Signage
Beer Mugs
ustomised Beer Mugs (can become a wall installation)
Beer Taps
T-shirt
T-shirt
Apron
Restroom Signage
Website
Website
Digital
Location
Glass Branding
Packaging of Cans
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Gluten-Free Beer Range ( Buckwheat & Quinoa)
Since this is a special range we felt a generic name for both the Buckwheat & Quinoa would be appropriate.
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Side of Can
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5 ltr KEG
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TEAM PORTFOLIO
Crisp ‘n’ Crunch
HARVEST JUICE
Thank You