We decided the diagonal stripe represented the product and the philosophy of the new product most appropriately.
We also considered how people would interact with the product in terms of refilling the dispenser after the product is empty. By turning the refill label on the inside of the product upside down it informs the user to turn the dispenser around when refilling it.
POS
We considered how the product could also have an identity on the shelve. The bottom of the packaging is circular, using two different colour systems to create a pattern.
This also works with the stripe system on the side of the dispenser as well. We thought this could translate across the brand as well as the shelve, keeping everything consistent.
We would employ a continually rotating POS display which serves the purpose of demonstrating the mechanism and housing the product. The display would be brand consistent with Azera Revolution and utilise its cylindrical shape to reinforce brand recognition amongst shoppers.
Revolving Doors - Ambient Advertising strategy
As part of a nationwide supermarket campaign, revolving door entrances would be decorated as the mechanism of Azera Revolution. The exterior would be dressed to look like the Revolution box. Revolving doors would be fitted with a ground coffee decal, forcing customers to engage with the product before they enter the store.
As designers we feel packaging should be relevant and minimal which we feel resonates with the brand.
Azera’s target market, ‘generation possible’, are environmentally aware and over-packaging can discourage them from buying one product over another.
In order to reduce the Nescafé Azera Revolution carbon footprint, a second product would be available in the form of a refill pack sold without tube dispenser.
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