OUGD503 - YCN - Research: Grand Cafe

OUGD503 - Studio Brief 1/Individual Practice 

Research: Grand Cafe

Grand Cafe is one of 7 coffee brands proceeded under the UCC coffee corporation, each brand offers different USP's from bespoke blends, heritage coffee's and ethically certified coffee. They describe the Grand Café range to be 'credible coffee at its best.' The range is traceable back it its origins which ensures a more ethical production for the farmers and plantation workers. The range is also fully certified which demonstrates how they work  to sustain the lives and lands of the farmers who grow the coffee.

UCC describe the Grand Cafe brand to be perfect for the ethically aware business including non-branded coffee shops, cafés, pubs, quick service restaurants and contract catering, This identified a clear target audience for the resolution although the product will need to not only appeal to this audience but more importantly their customers. 

From this research it can be identified that the USP of the Grand Cafe range is that it is traceable and fully certified this will appeal to the business owner as it helps to fulfil environmental requirements as well as promoting their business as ethically minded. The resolution to the brief should clearly identify this however I feel it should not be over exaggerated otherwise it will appear too boastful and in your face, this would directly contrast the brands prescribed tone of voice, The design should include more subtle and factual references to the products certified origins, to appeal to the target audience and present a better tone of voice to the consumer. 

Logo analysis: 

The original logo feels very generic of 'green' products, the imagery of a leaf/plant and the overuse of the green colour palette are combined to create a very stereotypical image that feels overused within the industry and prevents the product from standing out. The typeface uses a calligraphy style potentially to try and engage with the audience using humanist features to make the product more relatable however feel result isnt as professional as it could be. 

Packaging Analysis: 

The packaging for the Grand Cafe range is found to be un-engaging with the consumer through the white and green colour scheme that resembles the asda smart price branding which carries immediate negative connotations (see below). The blends are indistinguishable from one another other than by the blend names that are replicated in the same typeface as the logotype which is, in personal opinion, un-aesthetically pleasing and inadequate for packaging. The actual packaging itself is also inadequate as using plastic to packaging the product contradicts the environmentally friendly and ethically sound USP of the product. Plastic is non-biodegradable therefore can only be used once and will impact the environment upon disposing of the packing.