Douwe Egberts

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The aim of my project was to try and make Douwe egberts into a brand that is more appealing to a younger audience and keeping the identity of a premium brand that will still be recognised by its existing customers, achieving this balance between getting new people interested and keeping people who already where absolutely vital to the success of this project. I have noticed that many coffee companies bombard you with information about themselves and the product. I wanted the everything to speak for its self, so you can clearly understand every part of the design from the website to the letter heading. I felt that giving the impression that this company is one of simple pleasures is important, I’m sure most of use have been standing behind someone in a Starbucks or Costa who has ordered a ‘Venti, non-fat, no foam, 6 pump, extra hot, chai tea latte’ or something like that. I thought it was time people should see how great a simple coffee made by your own hands can be.

Within this project I have considered all aspects of this company’s identity and how different audiences will perceive it. I have covered many different deliverables to show how my ideas will work but always keeping the high standards and quality Douwe Egberts would expect. The theme extends across lots of different media including logo, business cards and letter heading, wax sealing stamp and ink stamp, an A5 booklet celebrating the many years of heritage Douwe Egberts has, website design, packaging, a posters campaign and a TV advert.

I am aware that I have branched out beyond the initial brief’s requirements. However, I felt that in order to create a cohesive project I needed to take every aspect of the design into my own hands so that everything would be considered and in keeping with the rest of the campaign.

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Logo

Because this iconic logo is steeped in so much history, changing it to much would have felt wrong and defeated the object of my idea. It is important that existing customers can still spot this coffee and recognise it as Douwe Egberts.

d o u w ee g b e r t s

b l e n d i n g d e l i c i o u sc o f fe e s i n c e 1 7 5 3 .

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Heritage booklet.

Heritage is an important part of Douwe Egberts, they would not be the company they are todayif it wasn’t for their rich history and the many years of experience. This A5 booklet celebrates this and follows the journey of Egbert Douwes and his son Douwe Egberts from 1753 right though to the present day. You can flick though page by page or you have the option to fold out the entire book to view the time-line in full.

This could be used either as direct mail to spread awareness of Douwe Egbers intriguing past orjust as a promotional item.

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Website.

Website design for the iphone and pc/ipad, inspired by the current Douwe Egberts site but stripped it bare of any excess information. I found there to be almost too much on their website so I took what I thought to be their most important parts. It loosely follows the same layout as their existing site but with some changes, the colour for example. This pallet comes from the coffee bags you will see on the next pages. These colours have been chosen to fit across many differnt medias to help make everything, whether it be online or physical, feel part of the same family. Pages shown are the product page with just one coffee selected (above) and the Heritage page (left) which is similar to the heritage booklet and the home page (top left).

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Packaging.

The colour of each bag corresponds to the strenth of the roast (light,medium and dark) and the the ascent of colour reflecting the taste of the coffee, the purple being full and smooth, blue being a fresh morningcoffee and yellow/green is a slightly citrus blend. The colours band around the top of the bag is used to reseal the bag after use to ensure the freshest and best testing cup of coffee.

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Poster Campaign.

I have created a range of posters designed to be a stand-aloneseries from the rest of the designs for Douwe Egberts. I wanted to try and attach more of a alternative, playful and personal view to coffee. I wanted to almost break down what different types ofcoffee where into their simplest forms. Like I said in the introduction,people are always over complicating coffee with ridiculous Starbucks orders, these posters are saying how simple a good coffeecan be.

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TV Advert.

I have created a 30 second advert that could be shown on TV and the Internet as I felt it is important to cover all media within this project. The object of this ad is to convey the idea that good coffee can be made by yourself in your own home and how simple this process can be. I concentrated on the process of making coffee, all the smells, sounds, feelings attention to detail that come with making your own coffee.

https://vimeo.com/61844147

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Thank you for your time.

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I would like to apologise for not being able to send in any physical copies. I have had to retain all materials for my university project.