“Modernize” and update the branding and packaging. Stress Organic. Improve quality and value perceptions and “findability” in-store and improve brand blocking. Make the design applicable to all product categories: whole bean, ground (canned) and instant. Include a narrative of the company history, both in text and with visual cues.
Focus on Authenticity — a real “story” behind the product; on organic or “natural”, pure, simple, “clean” ingredients; on superior, hand-made artisan quality sourced from small family farms; on taste — great taste experience. However, many competitors shared these same attributes. What we needed was something to set Cafe Altura further apart. We created this position statement and tagline: "RAIN WASHED, SUN DRIED, AIR ROASTED." This is an essential selling point that no one else was using, even if other firms used the same process. It creates a richer, more vivid picture of the product in the mind of the consumer.
The accepted concept offers a warm, welcoming feeling to the consumer. Familiar feeling yet new, an illustration of a farmer tending his coffee trees anchors this concept visually, focusing attention on the organically-grown family-farm product link. A “Aztec-style” pattern background is used in the panels and a clear sticker printed in black announces the type of coffee and its condition (ground, whole, etc).