2013 Winners & Shortlists

DEGREES OF WAKING UP

Short List
Client/BrandCOFFEE PLANET
Product/ServiceCOFFEE
EntrantLOWE MENA Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPACKAGING
Entrant Company LOWE MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency LOWE MENA Dubai, UNITED ARAB EMIRATES

Brief Explanation

Coffee Planet is a fairly new entrant. It does not have the deep pockets of the big players. With the limited budget to relaunch their Special Edition packs, we wanted to give the coffee drinkers an offer they can’t refuse.

The Brief

To redesign the packaging of Coffee Planet coffee and make it stand out in the supermarket shelf among the giants like Nescafe, Davidoff, etc.

How the final design was conceived

While there have been quite a few interesting packaging designs in the history of coffee selling, we wondered why no one ever thought of making it practical while keeping it interesting. So we created the world’s first coffee packets that people can take home and drink coffee in: The Coffee Planet Coffee Mugs. The powdered coffee came in a packet inside. And you took home a fantastic looking free mug that you’d love to wake up with. What’s more, people could build a collection of all 6 designs, because each mug design is inspired by the coffee inside. A Mild, Mild-Medium, Medium, Medium-Strong, Strong or an Extra Strong brand reminder to the consumers every morning.

Indication of how successful the outcome was in the market

The Sales went up by 23% in just the first week, and the happiness of the customers, by 100. And the Target Group is only waking up to the idea.

Credits

Name Company Position
Mounir Harfouche Lowe Mena Fz Llc Chief Creative Officer
Komal Bedi Sohal Lowe Mena Fz Llc Executive Creative Director
Komal Bedi Sohal Lowe Mena Fz Llc Art Director
Kapil Bhimekar Lowe Mena Fz Llc Art Director/Illustrator
Kapil Bhimekar Lowe Mena Fz Llc Copywriter