L'affare Home Drip Kit

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You said,

How can design help us to stand apart in a market that has an increasing number of competitors and low barriers to entry.

We heard,

How can design help to make coffee more accessible to emerging markets without damaging our premium product status.

L’affare have proposed to us the question of “How can design help to differentiate us within the market, where there is increasing competition, and lower barriers to entry?”

We have responded to this question in a direction that focuses on broadening their audience and opening their brand up to younger generations. As our statistics show, very little amounts of students purchase coffee at supermarkets or drink coffee at home. More students are inclined to buy coffee out and especially when their friends are buying coffee too. We decided that we want to expand the target audience to students by encouraging them to move away from sachet or instant coffee and experience a new quality brand that may open their perspective.

We plan to achieve this by offering a starter pack consisting of already existing L’affare products that will appeal to all the target markets. We focused on developing an ‘Home Barista Drip Kit’ that could influence younger demographics to engage in a learning experience that is not only fun but delicious. A beautiful new product with a premium feel. We developed a main focus on the smaller pyramid that targets the student clientele and also considered the development to a larger size that targets Young Professional clientele. Both concepts targeting an audience of 18-28, which we feel are deprived from exposure to the premium L’affare coffee. The starter kit will be the introduction students need to premium L’affare coffee at home.

With the starter kit we aim to introduce a premium coffee experience to a new market by providing all the necessary components of a premium coffee experience at a price that also allows markets that might once have not been able to afford the experience the ability to try it themselves in the comfort of their own home.

The pack is most likely going to be the first physical touch point for the user and this coffee product
and it is important to ensure it is of a high standard, this interaction can either be a ‘yes’ or ‘no’ based on what the customer gathers from the brand. These gift packs are something that a coffee enthusiast can give to another coffee enthusiast to introduce them to the L’affare brand and values. We would not be designing many of the contents, as most are already available at L’affare such as; Chemex, a keep cup and 30g sachets. We would accompany this merchandise alongside information and brewing tips.

Changing of the packaging to unify the brand and create a cohesive look across the brand from the supermarket right through to the cafe. Information must be clear and easy to understand so that the user feels confident that they are seeing everything they need to see and know the quality of coffee they intend to purchase. This would be produced by designing visuals
that could help the user easily relate and feel comfortable with purchasing in store or going to the cafe for a coffee without feeling out of place. Marketing strategies are something that would need to be cohesive with designs such as a pyramid like box. L’affare would need to create a hype over their limited edition discovery blend coffee and the link we have created from this art deco aesthetic to the gift box packaging. Developing a similar Lewis road, Whittakers craze that encourages customers to spend extra on limited stock before it sells out.