Level 6 - Competition Brief for BA (Hons) Degree in Graphic Design
The brief was to develop a creative campaign to appeal to younger consumers. Get younger people to re-appraise or discover the Douwe Egberts brand. Generate excitement about Douwe Egberts coffee and create a desire for better coffee at home. Get younger people talking about Douwe Egberts in a positive way and shake the old fashioned image without losing the heritage and expertise. Target Audience ABC1 25+. educated, thirst for knowledge & experiences.
The brief was to develop a creative campaign to appeal to younger consumers. Get younger people to re-appraise or discover the Douwe Egberts brand. Generate excitement about Douwe Egberts coffee and create a desire for better coffee at home. Get younger people talking about Douwe Egberts in a positive way and shake the old fashioned image without losing the heritage and expertise. Target Audience ABC1 25+. educated, thirst for knowledge & experiences.
The Solution
We want the new target audience to be a part of the ‘Idea Generation’. Drinking Douwe Egberts to stimulate their creative minds. This campaign attributes Douwe Egberts as the coffee of choice for young creative individuals with ideas. Projecting the aspirational side of drinking Douwe Egberts coffee, stimulating connotations of innovation and expression.
The collage of vector and sketched illustrations as well as photography in combination with the conceptual suggestion of expressive creativity, generates a truly unique approach for Douwe Egberts. This campaign is sure to assert a positive perspective and altered representation of a traditional brand attaining a new audience without the loss of their current market.
This new concept and design support the richness and quality of the product through the sophisticated colour palette and opulent patterns. The design is flexible and can be applied to various facets of marketing and adverting collateral.
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