The new range, called ‘The Flavour Collective’, targets women and symbolises the brand owner’s move to grow the coffee category and their presence within the category.
Holmes & Marchant has created the graphics and facilitated the Douwe Egberts team to develop a sub-brand. The new range comprises three flavours: caramel, hazelnut and vanilla. The colour palette has been chosen to reflect the premium nature of the products with vibrancy and a sophisticated tone to resonate with the target audience.
The agency was briefed in March to create an identity and packaging design which would drive emotion and ownability within the Douwe Egberts brand and ensure a differentiated offering from competitors.
According to Corrine Hopwood, UK Marketing Director at Douwe Egberts: “The UK coffee market is driven by instant coffee, representing 90 per cent of retail cup consumption. For most UK consumers, pure instant coffee is what they’ve grown up drinking and they prefer the taste to other variants, so we know it’s a category worth expanding.
“The Flavour Collective range by Douwe Egberts provides premium instant freeze-dried coffee infused with a variety of tantalising flavours, offering an everyday treat that’s a little bit different. Holmes & Marchant has created a contemporary identity which we believe will stand out from the shelf and invite more coffee occasions.”
Greg Vallance, Managing Partner at Holmes & Marchant, said: “This project was all about increasing and creating a new coffee occasion, targeting women aged 25-45. The average person in the UK consumes seven drinks a day, yet of this figure only one is a cup of coffee, so the category has huge potential to steal share.
“The pack design needed to have stand-out on shelf, differentiating the new sub-brand from both current Douwe Egberts Instants products and from competitors. We have moved away from original golds and browns and introduced a splash of colour with fonts we think reflect the premium nature of the product and contemporary, social personality of this demographic.”
The new range of flavoured coffees hit shelves this week in selected Sainsbury’s stores and more listings are to follow.
