Report

Most of the students like drinking coffee, because it helps them to stay awake after difficult day or assessment. This is an element that stimulates human body.
The name of my brand is ‘Coffee House’. The product I created aimed at people 18-26 year olds. Mainly students, who has difficulty to wake up in the morning to go at school or college. My coffee is mainly for people like these, because it is very easy to make it: just put some coffee to the cup, add some water and it’s ready in two minutes.
‘’COFFEE HOUSE ‘’ has four variations: Cappuccino, Latte, Mocha and Espresso. All ingredients, which needed to make these sorts of coffee are inside pack and customer just need to add some water to it – and enjoy his Cappuccino or Latte……. That’s why my product aimed mainly on student, who are usually very lazy to wake up early, but coffee helps to stay to stay awake and gives energy. Also coffee will not be expensive to make sure students can afford it to buy.
To make sure that I chose the right target audience I showed my finished packaging design to different people- who were different year olds (18-26). Two of them were students- they said, they would buy this coffee, because it doesn’t cost a lot and it is fast enough to make it. They said, if this coffee packaging would stand on the shelf with different products, they would get interest to have a look closer – what it is, because of unusual way of lettering.
My first design idea was to apply on my packaging coffee bean and steam, which came out from the bean. Then I was going to cut out the path in steam shape to make a window, through which customers would be able to see the product. But after long work developments and group critics between my friends I decided do not cut path in steam shape on my packaging, because without appropriate technology, which cutting any design and shape- would be very difficult to produce it. I tried to cut it using special designers knife, but packaging, which I produced didn’t look good enough and had all signs that it was made by hand. That’s why I left this idea and produced packaging design, which I think looks quite good. Trying my design on my target audience I received different opinions. For example, other person said that she likes colour of my design. This colour highlights the product from others.
I learnt from my study that design should look simple enough. If there are a lot of things on the box- packaging loses attention, but to get people interested in product need to find something what can make it worth to buy

Finished design

Finished design work. To compare it with other products I took pictures of my packaging on other product's background.

Coffee House

Espresso, Latte, Cappussino, Mocha

Next stage was to develop box design: what to apply on the box. I decided to apply the name of coffee to my packaging design without an image to make it simple.

Logo Development

I tried different names for my coffee brand: Coffee house, AA (I wanted to call it with the first letters of my name- Aleksandr Astasenkov), Julius, and finally I decided that coffee house is the most successful, but with image.

Second group critic

For the second group critic I produced 3D version of my packaging to show to the group. They liked lettering I used. Now I feel that I'm on the right direction. They first design with 'Espresso' name. For the next time I'll develop this solution further.

Mood boards

After first group critic I started thinking about different way of developing my packaging design. to get an idea how my design will look like I decided to make few mood boards. First off all I tried draw different fonts, whatever design ideas what came into my head.