Premium Coffee Product requires Corporate Identity and Packaging Designs

Contest Brief

New Kings Coffee is a provider of high quality ground coffees to consumers and businesses. The coffee is served in individual serving coffee bags (like teabags) for a quick and mess-free way of making a great tasting cup of coffee. The coffee bag also facilitates a selection of coffee to be provided from around the world and with different strengths and tastes to allow the consumer to choose what they want to drink at that moment. All of our coffee is Fairtrade and Organic certified, ensuring quality and an ethical stance.

Scope of project:
- revised logo – replace font with something similar (with commercial use license) and add a touch of ‘style’ to the crown. The logo shouldn’t look too dissimilar to what it does now
- brand font(s) - identification of a font(s) that support the brand look and feel
- colour palette - colour scheme for the brand for any future designs and communications
- brand design for packaging – imagery and/or graphic design to be applied across the range of packaging options (see PDF for package range)

Target Markets
1. Consumers - several potential segments:
- Instant coffee drinkers trading up to ‘proper’ coffee
- Millennials - those dismissing ‘traditional’ brands and searching for something new and aligned to their beliefs.
- Busy professionals - who already drink ‘proper’ coffee but would benefit from a more convenient way to make it
- Full consumer personas can be provided if required, please ask

2. Businesses - again, several potential segments:
- Hotels - the coffee bags would most suit an in-room option but also sit alongside tea selection boxes in meeting/conference rooms
- Offices/workplaces - replacing poor quality coffee vending machines
- Conferences/Events
- Trains/planes - light, portable, long shelf life product
- Camping/glamping/festivals
- Retail - supermarkets, whole food shops, online, farm shops, delicatessens, luxury hampers

Key Competitors
Coffee Bags
- [login to view URL]
- [login to view URL]
- [login to view URL]
- [login to view URL]

Instant Coffee
- [login to view URL]
- [login to view URL]

Brand Personality
- modern and new, yet maintaining traditional values;
- professional and high quality, yet not serious or stuffy;
- fresh and fun but not too casual.
- a potential brand strapline is “Rule Your Day” – indicating that the consumer is able to take control of their day by making determined choices. In relation to New Kings Coffee, they get to choose what type of coffee they want to drink, plus have control over when and where they drink New Kings Coffee due to it’s portable and convenient nature.

Brand Values
- Curious – keen to find out more and understand;
- Adventurous – love exploring new places and things, and engaging with new people. Bold but never reckless;
- Perfectionist – we believe quality is important;
- Trustworthy – fair and honest in everything that we do.

Packaging Requirements
The brand design will need to work across a number of packaging options (see separate PDF file for image examples):
- Foil sachet - containing an individual coffee bag
- Sample packet - containing 3-4 different foil sachets
- Retail box (primary focus) - standard carton box containing 10-15 coffee bags
- Retail pouch - s stand up pouch containing loose coffee bags of one variety - see example at [login to view URL]
- Gift selection box – see example at [login to view URL]

Furthermore, the design for the packaging should clearly communicate the following aspects:
- That the coffee is fresh ground coffee
- That the coffee is served in a coffee bag
- That the coffee bag provides an easy and convenient way to make a cup of coffee
- That the coffee is of high quality and is ethically sourced (Fairtrade/Organic accreditations)
- That a selection of coffee is provided

Recommended Skills

Employer Feedback

“Hemant has great design skills and was really accommodating, making numerous iterations without any issues. Thanks Hemant.”

Profile image nicholj33, United Kingdom.

Top entries from this contest

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Public Clarification Board

  • frankp3r3z
    frankp3r3z
    • 1 year ago

    Kindky check entry #39 , thanks

    • 1 year ago
  • ArtCulturZ
    ArtCulturZ
    • 1 year ago

    Is this contest still active?

    • 1 year ago
    1. nicholj33
      Contest Holder
      • 1 year ago

      Hi, yes still active.

      • 1 year ago
  • Lyndsy
    Lyndsy
    • 1 year ago

    Any other information about you product?

    • 1 year ago
    1. nicholj33
      Contest Holder
      • 1 year ago

      Hi. Apologies for the delay in coming back to you. The brief includes a fait amount of information about the product and the brand. Also, you can see more details at www.newkingscoffee.co.uk. Thanks, Jason

      • 1 year ago
  • Creative Design World
    Creative Design World
    • 1 year ago

    thank you very much! i am Hemant from India.
    i will start your project tomorrow afternoon and submit my entry as soon as possible.

    Thanks

    • 1 year ago
    1. nicholj33
      Contest Holder
      • 1 year ago

      Thanks Hemant. Let me know if you need any further clarification, or want to discuss ideas before you start designing anything?

      • 1 year ago
    2. nicholj33
      Contest Holder
      • 1 year ago

      Hi Hemant. Just wondering whether you still wanted to create a design for this contest? Thanks, Jason

      • 1 year ago
  • frankp3r3z
    frankp3r3z
    • 1 year ago

    Kindky check entry #28, thanks

    • 1 year ago
  • tanaynash
    tanaynash
    • 1 year ago

    Hi CH, I would like to have a chat/discussion before I start ...

    • 1 year ago
  • Creoeuvre
    Creoeuvre
    • 1 year ago

    Hi, Started working..Do you want a new logo?

    • 1 year ago
    1. nicholj33
      Contest Holder
      • 1 year ago

      Hi. Yes, a slightly revised logo as per the brief. But the priority item is the package design for a retail box.

      • 1 year ago
  • Creoeuvre
    Creoeuvre
    • 1 year ago

    #increaseprize

    • 1 year ago
  • Creative Design World
    Creative Design World
    • 1 year ago

    #guaranteed please

    • 1 year ago
    1. nicholj33
      Contest Holder
      • 1 year ago

      Ok Creative Design World. Armin from Vitamin Buddy recommended you to me and I saw the work you did for his packaging designs. So wondered whether you would be interested in this project?

      • 1 year ago

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