I enjoyed working with Sam Hoh again for this brief, and I thought that we worked really well together for this project. Taking on the Nescafe YCN Brief, we and to overcome the challenge of producing a ‘product innovation’ for the instant coffee brand. We bounced ideas well and used the design sprint method to understand the needs and expectation of coffee drinkers in the UK, settling on an alteration to packaging that allowed consumers to dispense an exact shot of coffee by twisting the carton. This met the aims of the brief by providing a solution that is novel, more convenient and more precise than other delivery methods.
As part of this brief, and due to limitations in design style to Nescafe guidelines, we were both interested in using the copy to sell the product and push the brief. I really tried to focus on creating a distinct tone of voice for the product e.g. ‘instant coffee with a twist’ and felt that this made a huge difference to our delivery and presentation. Sam is very knowledgeable about advertising, and this was useful for me as we were able to consider techniques such as ambient advertising and organic social involvement that made our submission much deeper. While it was tempting to mock-up the packaging digitally, I was pleased that we decided to craft it ourselves, ordering recycled poster tubes to imitate our format and using paint and stickers to create a convincing mock-up of the packaging. This photographed really well and helped to demonstrate the viability of our idea a lot more than we we would have been able to without this. As this is the last year we can enter, I wanted to make sure that we had a strong entry for YCN and feel that for this submission we have done our best to hit every point of the brief and more.
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