Designed by Quantum Graphics Branding & Design, Russia.
Amado relaunched it’s ground coffee line in 2010.
Basic client’s insight was as follows: “in Amado we are real coffee professionals and we want this to be evident to our customers. We will be happy to share with them a part of our deep knowledge about coffee”. Company’s professionalism and expertise was also expected to justify a higher retail price vs.competitive products.
We suggested a new approach to communication with Amado consumers. In addition to the package’s rational functions we decide to use its abilities of a communication vehicle. With the help of the package we demonstrate to consumers all basic stages of coffee production. Each of 7 SKU’s bears a picture of one of the main coffee production stages: growing it up, collecting, drying, frying. Big bright pictures, headlines, text blocks create atmosphere of travel magazines, very popular amongst our target..
The new design helped to fulfil the following tasks:
1. Bright introduction of the product line on shelves and differentiation vs. competition.
2. Differentiation between tastes within Amado line
3. And, the most important, – revelation of the renewed brand positioning