The Brief:
"Generate excitement about Douwe Egberts Coffee, and create a desire for a better coffee at home.".
My initial thoughts are that its an interesting brief. It's more of a marketing campaign where design can help generate interest in the product, rather than designing a brand/packaging etc. I'm looking forward to it.
So reading through the brief in college last night, I made a few notes about what I'm trying to achieve. Its a campaign to raise awareness and generate interest in drinking quality coffee at home rather than go to Starbucks, Costa etc. I need to come up with a theme/concept that will encourage my target audience. Find a solution to get people interested.
Target Audience Coffee lovers, Coffee connectors. 25+, demographic classification ABC1, educated, a thirst for knowledge, curious, pursuers of pleasure, like to travel, experimental, foodies, passionate, love life, pay for quality.
I need to think about possible digital media I can go through. Social networking, apps etc. Make the brand trendy?! Modern, but not losing its heritage.
