Overview
This campaign intended to connect their audience to them on a cultural level. They are offering a part of South America that is somewhat underutilized in the coffee market right now, Bogota Colombia. With unique coffee flavors that tie into their heritage, we wanted to leverage that and showcase and intrigue, inspire, and sway anyone who may see the products on the shelves of their local supermarket, or the street with their activations.
Problem to solve
The brand was in need of (2) RTD coffee beverages. They were also looking to give their customers an immersive experience, as well as a business-to-business interaction where people could see how special and novel their brand was.
Research & insight
The brand largely has an audience mainly restricted to Latin America, more over in Colombia and Mexico. There is virtual no presence outside of that. Their audience tends to sway towards middle class young professionals with disposable income and find coffee and “elevated” beverages important to them.
We researched the brand’s past and current products, as well as their visual identity and other collateral to get a sense of strategy when approaching making a new line of products, as well as designing environmental activations.
Solution
I created a RTD line that is unique and true to their brand but stands out among the competition on the shelves. When it came to the activations such as the pop up, we wanted to create an immersive experience that brought the customer into a culture and place that felt authentic and as unique as the beverage line flavors.
The trade show activation was designed with intention to attract interests from other companies within the industry by bolstering the aesthetic in the décor and having some features for the passersby at said trade show to interact with.
Packaging concepts
Packaging sketches
Pop up activation
trade show activation
moodboard assets
