Maeil Dairy Design & Branding CAFFE LATTE PACKAGE DESIGN by Big Ant International

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CAFFE LATTE PACKAGE DESIGN

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Industry Coffee, Tea, Breakfast Drinks, Milk
Media Design & Branding
Market South Korea
Agency Big Ant International
Executive Creative Director Alfred Sewon Park
Creative Director Michael Bebout
Designer Inmo Kang, Mi Jeong Hwang, Jong Ryong Kim
Released June 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: MAEIL DAIRIES
Product/Service: CAFFE LATTE COFFEE BEVERAGES
Agency: BIG ANT INTERNATIONAL
Executive Creative Director: Alfred Park (Big Ant International)
Account Executive: Jahng Gwon Han (Big Ant International)
Creative Director: Michael Bebout (Big Ant International)
Senior Designer: Namji Jeon (Big Ant International)
Designer: Inmo Kang (Big Ant International)
Designer: Mi Jeong Hwang (Big Ant International)
Designer: Jong Ryong Kim (Big Ant International)
Agency Producer: Yj Lee (Big Ant International)
Media placement: Cold Coffee Beverage - Supermarkets And Convenience Stores - 15 June 2011 - Present
Media placement: Cold Coffee Beverage - Supermarkets And Convenience Stores - 15 June 2011 - Present
Media placement: Cold Coffee Beverage - Supermarkets And Convenience Stores - 15 June 2011 - Present
Media placement: Cold Coffee Beverage - Supermarkets And Convenience Stores - 15 June 2011 - Present
Media placement: Cold Coffee Beverage - Supermarkets And Convenience Stores - 15 June 2011 - Present

Describe the brief from the client
Develop a new brand concept and redesign the package for the Maeil Caffe Latte brand coffee beverages.

Describe the challenges and key objectives
Our product was ranked third in market share and we needed to stand out in a competitive market against larger and better-known companies like Starbucks. We needed to differ from them but still remain authentic to our client's product.

Describe how you arrived at the final design
Based on our research, our competitors use romantic images or exotic destinations to entice people to buy their product. We wanted to strip away everything from our client's brand and the package that was unessential to the product. We developed the ‘just coffee’ concept for the brand and designed the package based on that concept. To quickly communicate the flavour of the drink inside, we printed the package as if the actual drink were made in a cafe in a glass container. This also allows the viewer to see the beverage flavour on the top of the package.

Give some indication of how successful the outcome was in the market
Within the first month, the monthly sales jumped 300%, and continue to steadily rise. The product became no.1 in market share in December 2011.