In the crit today, Simon mentioned that the way in which the company was run would affect the brand style and identity and that I'd have to give it a bit more consideration as to how Sipi Coffee would run to enable them to bypass the middle men.
From this, I have decided to look at in from the standpoint of a brand which has been given a grant of money to buy into the coffee production in the area, which would train up the production staff to package the coffee before they ship it over to the UK. This would enable it to be sold at at higher prices and have a more luxury brand image as people who are ethically driven would pay more for coffee which is providing money to an area of Africa and which is fairtrade.
So, these are the new details for the brand:
Brand name: Sipi Coffee
Target audience: young, middle class professionals who have an interest in buying fairtrade organic products, with an expendable income
Aesthetic style: luxury but with the feel of still being 'affordable'
Sales: through their website with the possibility of expanding the brand into a high street coffee shop
And the products I will be producing for the brand are:
- a full visual identity
- packaging for roasted coffee beans
- packaging for ground coffee beans
- packaging for instant coffee
- website (mock up) for selling products on
Brief 4: Plan & Details for Sipi Coffee
