Grace Buckley Nescafé Azera On-The-Go Collaborative Brief Individual Contribution OUGD503

At the start of this brief we both came up with ideas for the concept. The brief asked us to come up with a new product innovation for Necafé Azera and then promote it with in-store and social media campaigns. We agreed that I would do primary reserach and Jane would do secondary. I visited the main supermarkets in Leeds to see how different coffee and tea brands promote themselves and what kind of gift packs are on offer. Above are my sketches to illustrate the first concept and then the refined concept that we came up with. We first agreed on making

Nescafé Azera On-The-Go products so that our target audience of 25-35 year olds can make Barista-style coffee as easily as instant coffee whilst going about their busy days. We also proposed a set to buy at the supermarket for the home, but after a discussion we decided that it wasn’t focused enough so decided to go with our stronger idea to make an On-The-Go product range. We also decided that we needed to make the existing Azera coffee tin more appealing by possibly introducing a pattern that could be used across the whole range to link it together.

Initial Ideas and Research 1

Grace Buckley Nescafé Azera On-The-Go Collaborative Brief Individual Contribution OUGD503

I began work on the pattern for the whole range by doing initial sketches of what It might look like. Jane had made similar designs and we agreed that I would illustrate all of the packaging whilst she came up with the net measurements and mock-ups. For each product I came up with a separate pattern - for the coffee tin and coffee dispenser (that Jane was designing and making) there were coffee beans, a sugar cane pattern for the sugar box, wheat pattern for the biscuits and so on. I drew them out first in a sketch pad, then added chalk to make them look more earthy and textured. I then scanned them in and mocked up the Azera tin the coffee bean

pattern. Jane agreed that it looked effective, so I carried on and made the patterns for all the products, To tie our range together, we agreed that we needed to spruce up the existing icon tat explain that the product is make with finely ground coffee and then make separate icons for the other products. Jane designed the icon in pencil and I developed it in Illustrator and made all the other icons. I made vector versions of the pattern shapes to make them tie in to the original coffee bean illustration above.

Pattern and Icon Development 2

Grace Buckley Nescafé Azera On-The-Go Collaborative Brief Individual Contribution OUGD503

I designed all of the nets for the products and the sticker to go around the coffee dispenser using Jane’s measurements. We printed them in Digital Print and then I assembled them so that we could get a good idea of what they would look like in 3D. Earlier I had made isometric drawings of all of the products using software but after the crit it was decided that we should photograph the mock-ups to

give a more realistic representation. Jane was mostly in charge of the camera and I positioned the products and demonstrated the use of the coffee dispenser. I then added the Azera branding elements to the coffee flask and tin in Photoshop afterwards.

Net Design and Photography 3

Grace Buckley Nescafé Azera On-The-Go Collaborative Brief Individual Contribution OUGD503

Jane came up with the idea for a two metre high version of the coffee tin to act as a Point of Sale display inside a supermarket for all of the On-The-Go products. We were both not too happy with the illustration she did for it, so I redrew it all on Illustrator to make it look consistent and in proportion. I used the original isometric drawings I had done (above) to make an illustration for the impact board

for submission to demonstrate the use of the products. I then used this to make a poster that could go in a supermarket window to attract customers in to buy the new range. I thought that it was a more realistic use of a poster in a supermarket situation than the poster Jane had proposed to go on the bay end of a shelf.

In-Store Campaign 4

Grace Buckley Nescafé Azera On-The-Go Collaborative Brief Individual Contribution OUGD503

I was in charge of designing and creating the social media campaign. I came up with the idea of consumers of the new range sharing photos via Instagram and Twitter showing where they take their On-The-Go products. This would then hopefully generate an interest in the range and make others who follow the individual go out and buy On-The-Go Azera. I designed and made a new Twitter account especially for On-The-Go so that people could tweet in their experiences with the new

product range. I used the impact board illustration to tie into the in-store posters and make the Twitter background more interesting. I then demonstrated the use by tweeting the account a picture of the products being used. I mocked up the Twitter page and example Instagram posts on a mac and an iPhone to show how it can be spread across multiple platforms.

Social Media Campaign 5