Country

中国(China)

Official website

https://www.nestle.com.cn/

Images

Brand Name

Sense cafe by Nescafe

Designer Name

Lilith Wang

Position of Designer

Creative Partner

Client

nestle

Target Group

Coffee lovers aged 25-40 and practitioners in the coffee industry

Major sales

电商 E-commerce

Positioning

限量款/联名款 Limited Edition/IP Collaboration

Design Story

In order to make consumers more "visible and tangible" to understand and taste the high-quality, rich and diverse flavor of Yunnan , sense cafe selected several coffees named the coffee beans according to the latitude of their origin, and sealed them as small packages (each package can better meet the needs of one-time quality evaluation, and ensure that the cup quantity of everyone in the evaluation is the same). Each consumer can taste 9 types of Yunnan coffee at one time, and the rich flavor of Yunnan coffee is vividly reflected. In terms of the creativity of the outer packaging, the packaging form of "overlapping mountains" presents the shape of 9 mountains in the inner shape of the packaging, and corresponds to the origin of coffee beans one by one, so that consumers can instantly feel as if they are surrounded by clouds and fog in Yunnan after opening the outer box of the product. In addition, the "Yunnan flavor story manual" is attached to the product box to truthfully show the scene of Yunnan coffee manor and the vivid stories of coffee farmers behind coffee one after another.

Highlights

The special feature of this project is that, on the one hand, it has the value of public welfare promotion. Feel Cafe launched the Yunnan coffee image exhibition, which makes the real coffee scenery of the nine coffee estates involved in the Yunnan flavor box into an online image exhibition, so that consumers can clearly see the diversified coffee environment in Yunnan and the coffee people behind each coffee through the Internet, and countless consumers will see the fresh coffee fruit and the coffee base in the cloud for the first time; On the other hand, in terms of its commercial value, consumers feed back the evaluation and suggestions of flavor after tasting. The coffee with the highest evaluation will be listed as a product in 2022, creating a real sense of product co creation

Market Performance

After the Yunnan Flavor limited pack was launched, more than 1.5 consumers applied to participate in the activity in the background, and 3800 consumers were selected as Yunnan coffee seekers to participate in the final evaluation. Consumers spontaneously released videos and pictures on Little Red Book and other social media, which once triggered a heated discussion on Yunnan coffee on social media, and the exposure rate and reading rate have exceeded the brand expectation. After tasting coffee, more than 2000 consumers submitted their comments and suggestions online and backstage, and carefully wrote down the flavor feeling of Yunnan coffee and the story of themselves and Yunnan coffee, which was professional and moving.

Material

纸质 Paper

Craft

The product uses paper to realize the shape of mountains, which makes consumers feel like they are surrounded by clouds and fog in Yunnan at the first moment of contact and opening the package.

Does the design solve the problems that are common across the product category?

Products can not just be the product itself, how to express the concept of product design and express the concept of product design in a more complete way, which reflects the concept design and product creation through Internet plus consumer, and makes the product design truly become a product that consumers can perceive. The launch of Yunnan Flavor limited pack hopes that through the product design itself, consumers can feel the concept of the product - that is, the diversity of Yunnan flavor and the mountainous environment in Yunnan. One bag, one cup, one product, let consumers fully feel Yunnan. With the Yunnan flavor image exhibition integrated with the product concept, the product concept is further vivid.

What functional designs of the work have enhanced the user experience?

Unique product design, real and vivid Yunnan story and Yunnan image exhibition fully show the Yunnan coffee story behind the product design

Did the design help increase the sales performance of the product?

1. Tens of thousands of consumers participated, 3800 consumers participated in the tasting, and consumers spontaneously shared product photos and videos to social media, causing heated media discussion 2. Hundreds of media were moved by the product design and the overall concept of Yunnan and wrote articles to help promote Yunnan coffee 3. More than 2000 consumers gave feedback on the evaluation results and suggestions, among which the most popular products were selected as the products to be launched in 2022, which is truly co created and promoted by consumers

Does the work consider sustainability (environmentally or commercially, or both)?

1. The most significance of the project is that it really helps promote Yunnan coffee through the project. Many consumers taste Yunnan coffee for the first time, and many consumers have changed their views on Yunnan coffee, which will help the development and promotion of Yunnan coffee in the long run 2. Through co creation with consumers, we have truly selected the products most loved by consumers and made them into official products for listing, which has helped Yunnan coffee in short-term business