Food & Drink

“Hi, my name is Chris van Woerden, from Bondi Sydney Australia, I’m currently looking at launching a new product in coffee beverage industry. It is a cold brew coffee concentrate which will be bottled in 50ml and 500ml bottles, the coffee concentrate can be served straight on ice or with milk to suit. Please read my design brief and feel free to contact myself with any questions you may have. Thanks for being a part of this project. Chris” DESIGN BRIEF Objective: We require the Coffee Drop Co. brand personality to come to life and be communicated through our new brand logo & label packaging design. The design should capture the brand essence “Pure Coffee Goodness”. The logo & label should be developed in a way which people will be emotionally connected to, and is part of a lifestyle they want to be a part of and aspire too. The objective is for Coffee Drop Co logo & label to be - On trend - Design lead - Packaging which appeals to the early adopters & coffee enthusiasts. - Simple - Strong - Accessible yet inspirational / aspirational Where are we / Where do we want to go: Coffee Drop Co is a new business. Brand: We believe that the process of cold brewing coffee to be the most natural, purest & cleanest way to consume coffee. Our aim is to only use sustainably sourced coffee from plantations around the globe. When combined with cleanest, purest reverse osmosis water available, the result is a strong energizing coffee concentrate which you can enjoy everyday on its own or with milk. Coffee Drop Co. truly is a lifestyle. Categories: Coffee Drop Co is in the business of Cold Brew Coffee Distribution: Coffee Drop Co Cold Brew coffee will be sold in health food stores, grocers, online and also in bars/restaurants (mixed with drinks such as espresso martinis) Competitors: First Press Coffee. Direct competition is very low as this is an emerging trend with key brands based in USA (New York). Grady’s Cold brew. Indirect competition includes all hot coffee brands Key Challenges: Market: Competing against hot coffee beverages, coffee pods & take away coffee Consumer: Converting from regular coffee to cold brew coffee. We want consumption of cold brew coffee to be a daily habit. Chris van Woeden

Brand & Category Goals: Establish a logo & architecture, which will result in: 1. A logo which can easily & consistently be applied to business cards, letterheads, car doors, colour boxes, stcikers etc which embodies the brand values, attributes & benefits. 2. Packaging concepts for a colour label (which will stick to a bottle) and also extend the concept into a box, which would house multiple bottles. 3. Enable the consumer to navigate between flavours. (when the range xtends) 4. Enhances in store on shelf selling. 5. Operates as a selling tool in its own right due to quality & attractive design which captures the essence & lifestyle of Coffee Drop Co Cold Brew Coffee. The idea should communicate 1. Branding: The brand name is Coffee Drop Co. 2. Product: The product is Cold Brew coffee. 3. Attributes: Made locally, no additives or preservatives 4. Benefits: Tastes great, natural production process, convenient 5. On trend: New & innovative product The design should reflect the brand personality which is: Simple, clean, local, loveable, chivalrous, strong, confidant The Target Consumer: Coffee Drop Co consumers are typically 25-45 years old, male, on trend, hipster, self aware, educated or studying, working & living in the city, health aware, on trend with fashion yet promotes a simple presence, well spoken, enjoys eating out at selected restaurants based on research and knowledge. Enjoys smaller bars (e.g. Baxter Inn Sydney) A little time poor, has a never ending positive attitude to life and acceptingly ready to tackle life's challenges everyday. What does success look like: 1. An on trend logo & packaging design concept 2. Stand out on the crowded supermarket shelf 3. Will appeal to the target consumer 4. Speed up the communication of the product & brand benefit which will result in adoption / trial. 5. Be applicable to digital communications (social and website) Design Considerations: The company name 'COFFEE DROP CO.' will also need to be shown and the text 'coffee concentrate' and 'Hand crafted’. Labels will be required for a 50ml & 500ml bottle Benefit: The key benefit of "Cold Brew" must be clearly communicated. I would like to use large simple text to convey the 'COLD BREW' product (engraved or stamped look), to create a craft centric direction. 1. Brand logo 2. Product Description 3. Benefits 4. Colour navigation (preferably pastel) to represent different flavours. Colour application to be subtle 5. Size (in mls) 6. Space for text to capture a small brand story 7. Small space for text which conveys usage (eg “Enjoy with milk or over ice”) 8. Back of pack to a. Have barcode at 100% and located vertically b. Include space for nutritional elements c. Website & social media callouts to be captured (coffeedropco.com & Facebook / Instagram links) d. Country of origin e. Expiry date f. Item code g. Batch No. Other thoughts: I would also like to investigate the use of a quirky tattoo/sketch like graphic or logo in the back ground. (feel free to be creative), a 1920’s barber shop look and feel would also be good. Please see attached files for photo inspiration Regards Chris van Woerden

Im open to new ideas for the logo label should you have any.

Every design category has flexible pricing for all budgets. Product label starts at $299.