NUUN Design & Branding LEVELS COFFEE PACKAGING by Creature

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Industry Vitamins & Diet Complements
Media Design & Branding
Market United States
Agency Creature
Designer Clara Mulligan, Ramon Vasquez
Released November 2010

Credits & Description

Category: ii. Core FMCG
Product/Service: COFFEE
Date of First Appearance: Dec 1 2010
Entrant Company: CREATURE, Seattle, USA
Principal/Executive Creative Director: Jim Haven (Creature)
Principal/Executive Creative Director: Matt Peterson (Creature)
Design Director: Steve Cullen (Creature)
Sr. Account Manager: Ali Daniels (Creature)
Designer: Clara Mulligan (Creature)
Designer: Ramon Vasquez (Creature)
Director/Electronic Production: Cara Schwartz (Creature)
Project Manager: Renee Peterson (Creature)
Media placement: Levels coffee packaging (1-5) - supermarkets, Wal-Mart, In-store - 1 December 2010

Describe the brief from the client

Seattle’s Best Coffee came to us as a forty-year old coffee company on a mission to change. With so much history, and such a strong corporate parent in Starbucks, Seattle’s Best Coffee had all the tools and a team on a mission to find new answers to some old problems.

Describe the challenges and key objectives
The coffee category has become crowded with old brands like Eight O’Clock, Folgers, Starbucks, and Dunkin Donuts, huge new players from fast food like McDonald’s, and a spiritual and style leader in Starbucks. Where could Seattle’s Best Coffee find a place to thrive in this market? Our answer wasn’t just to rethink the company - it was to rethink the entire marketplace. We decided to skip over the current competitive mess, and invite consumers to think about coffee in a new way. The new radically simplified packaged coffee line is designed to change the conventions of the coffee category.

Describe how you arrived at the final design
The Level System’s unique array of numbers and vivid colours tell consumers exactly what they want to know: which type of coffee fits their taste profile. With the new Level System, consumers will be able to easily find and choose from a selection of Seattle’s Best Coffee blends that span the entire range of coffee enjoyment, from a mild, light, crisp Level 1 to a bold, dark and intense Level 5.

Give some indication of how successful the outcome was in the market
The product is just showing up on shelves over the past 2-3 month, and so far consumers have been receiving it well. During this time, WalMart has doubled distribution, and Target has regained lost distribution. Overall, volumes are up 10% to last year.