LETTERS TO ITACA by BITTIA MEDIA for GLOBE

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LETTERS TO ITACA

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Industry Coffee, Tea, Breakfast Drinks, Business equipment & services, Corporate Image
Media Design & Branding
Market Spain
Agency BITTIA MEDIA
Executive Creative Director Javier Sáez De Adana Tarifa
Creative Director Angel Heredia Carballo
Art Director Paula Fernández, Pablo Camblor Rubiera, Lorena Vigil Escalera
Released March 2009

Credits & Description

Category: Point of Sale
Advertiser: GLOBE COFFEE
Product/Service: COFFEE
Agency: BITTIA MEDIA
Date of First Appearance: Mar 18 2009 12:00AM
Entrant Company: BITTIA MEDIA, Gijon, SPAIN
Strategic General Manager: Jorge Cubain Arenas (Bittia Media)
Executive Creative Director: Javier Saéz de Adana Tarifa (Bittia Media)
Creative Director: Angel Heredia Carballo (Bittia Media)
Art Director: Pablo Camblor Rubiera (Bittia Media)
Art Director: Lorena Vigil Escalera (Bittia Media)
Art Director: Paula Fernández (Bittia Media)
General Manager: Rosa Mª Pérez Rodríguez (CAFÉS EL GLOBO)
Media placement: PACKAGING - POINT ON SELL - 18 MAR 2009
Media placement: BOX DIRECT MARKETING - POINT ON SELL - 1 SEP 2010

Describe the challenges and key objectives
The challenge lay in finding elements that would help us differentiate our product from the competition while providing the establishment with reasons for convincing the consumer and persuading him/her to pay a higher price than normal. By providing a value added product, hotel and restaurant sector professionals could capture clients with a distinguishing feature that would differentiate them from other establishments

Describe the brief from the client
Cafés El Globo coffee company wanted to launch a premium product onto the hotel and restaurant market, specifically for top-level establishments. Cafés El Globo's goal, through its high quality product, was to create a brand that would be positioned as a product coveted by both hotel and restaurant sector professionals, who would see it as a value added product for their business, and the end client perceiving our brand. Something special was required on purchase that would spark interest in our brand.

Describe how you arrived at the final design
We decided that the brand would have to help the perception of the product as having 'an evocative flavour that transports you to a lost paradise'. This is why we decided to call the product Ítaca. The brand design was inspired by the floral motifs of ancient Crete and Maecenas, cradle of Greek civilisation, while also leaning heavily on Art Nouveau, providing the product line as a whole with an air of the early 20th century’s colonial past. When applying this theme, from the cups, the coffee hoppers and the sugar and saccharin sachets to the packaging for transporting.

Give some indication of how successful the outcome was in the market
The product was very well received, helping us achieve the goal of penetrating the most select cafés in Northern Spain, as it helped transmit the spirit of Ithaca to the clients of the different coffee shops. The brand appeared in the local and regional media and was awarded a national design prize (Best Pack) in Spain's most important biannual food fair. The brand image became more than just a merchandising element and word of mouth among hotel, restaurant and café owners generated an increase in traffic into their establishments, which in turn helped with the sale of their own products.