SDBBmail got their new product packaging by running a design contest:
Design an espresso coffee box package. Modern, international, exclusive.
Check out SDBBmail's Product packaging contest…
Food & Drink
We sell premium quality, single-serve espresso coffee capsules.
What's your vision?
Introduction The product Carter Phillip coffee capsules can be used in Nespresso and similar domestic coffee machines. They produce a premium quality cup of coffee, on par with those that you might enjoy in a good coffee shop, with the convenience of being able to make it quickly and easily at home. They are equal to, or better than, the best competitive products. Note: Carter Phillip capsules produce espresso coffee. Espresso, in addition to being drunk straight, is also the base of popular drinks such as Cappuccino, Latte, Macchiato and Americano, so consumers will use the capsules to make all of these drinks, and more. Target market Carter Phillip capsules do not fit every kind of coffee machine; they are only compatible with Nespresso machines and other brands that use very similar mechanisms. Obviously then, our target market is only the owners of these machines. We know several things about these people o They have purchased one of these machines because they are discerning coffee drinkers who want to enjoy superb coffee at home. o They can afford the luxury of good coffee and are willing to pay more for it, (per cup, all coffee capsules are several times more costly than loose coffee) We also know that owners of Nespresso machines began using their machines with Nespresso’s capsules, and many still do, so we assume that Nespresso capsules will be the benchmark they use when comparing Carter Phillip coffees. Our product’s presentation must compare as favorably as possible with that of Nespresso, (www.Nespresso.com). The design brief We need a retail coffee box created from scratch. You have few constraints; we would like to see a package that would tempt you to try Carter Phillip brand coffee. This is not a contest to design a big bright package that will pop out on a supermarket shelf: it’s about creating a premium package, a brand that you would really like to taste. It’s worth noting that although this is a contest to design one package your submission could lead to many more projects, because the winning design will define the Carter Phillip brand and we will need advertising and marketing material, literature, a web site and more, in the same design style. Our few constraints and guidelines are: • The package should appear elite, keeping in mind that Carter Phillip capsules deliver a premium drink and the product is aimed at people who appreciate exquisite coffee. • Words that might come to mind when viewing a Carter Phillip package would be: modern, elite, contemporary, expensive, international, exclusive, status, rich, satisfying, indulgent. • Words that should not come to mind would be: stuffy, snobbish, old fashioned, plain, quirky, rustic. • The package should tempt the consumer. Its appearance should make their mouth water in anticipation of enjoying a delightful coffee experience. More detailed guidance • Within the Carter Phillip coffee range there will be several different coffee blends, (initially there will be 5), each with a different taste profile. Each of the blends will be in a different color capsule, (details follow, below). The overall package design should allow for differentiation of the blends by using this color coding, enabling the consumer to immediately know what blend (i.e. what color capsules), are in each box. Of course, the name of the blend must also appear on the box. • You may design one box and use different color seals (stickers) on the box to denote the blend it contains. That is our preferred approach, but we are undecided on the issue. Alternatively, you might be able to make the Carter Phillip brand more compelling by distinguishing the coffee blends in 5 different boxes, connected by common branding. If you can accomplish more by that approach then we will most definitely consider your submission. • The names of the 5 blends will be, (best listed first) o Regal – The capsule color is Gold, Pantone 872C o Signature - The capsule color is Metallic Purple, Pantone 261C o Special Reserve - The capsule color is Bronze, Pantone 175C o Connoisseur - The capsule color is Metallic Orange, Pantone 717C o Gourmet Decaf - The capsule color is Metallic Red, Pantone 207C There will also be a Variety box, containing samples of all blends • The box can be printed using CMYK colors or, alternatively, you may use up to 4 spot colors for your design. • You may use matte or gloss varnish, or both.
Content The following must appear on the box: On the front panel Carter Phillip Premium espresso capsules 25 Capsules The blend name (Regal/ Signature/ etc.) [see the note below] Works in Nespresso® and compatible machines* Use one or more illustrations that will tempt the consumer to try the coffee. Show one or more capsules, to distinguish which coffee blend the box contains. [see the note below] Show an intensity number and illustrate it. (The strength of the coffee is on a scale of 1 to 10). The illustration could be in the form of an analogue display (like a speedometer), a bar scale, or something similar. [see the note below] Note: if you choose to design a generic box and use stickers to denote the contents then obviously the blend name, capsule color and the strength indicator cannot be on the box, they will necessarily be on the sticker. On the left side panel Carter Phillip premium espresso capsules deliver rich, aromatic coffee, topped by a characteristic golden crema. Intense and satisfying, espresso is often enjoyed straight, but it is also the base for many other coffee drinks. Here are recipes for some favorites. Cappuccino – make 40ml espresso, froth and heat 80ml of milk and pour it over the coffee, sprinkle with cocoa Café Latte – make 110ml espresso (a lungo), froth and heat 220ml of milk and pour it over the coffee leaving a thin layer of foam on top Latte Macchiato – froth and heat 120ml milk, pour into a tall glass, gently pour 40ml espresso over it, top with frothed milk Café Macchiato – make 40ml and add a little steamed milk For each recipe, show a picture of the drink, give the recipe and also a diagram of the proportions of ingredients (make similar diagrams to the example we have supplied). Regarding the drink photographs we supplied, you can use them ‘as is’ (obviously we would buy the high resolution files needed), or you can isolate the cup, or you can supply better photographs at your discretion. On the right side panel Try all our great coffees Regal – full-bodied intensity and a lasting rich flavor. Strength 3. 110ml. The capsule color is Gold, Pantone 872C Signature – bright acidity, silky body and highlights of hazelnut. Strength 8. 40ml. The capsule color is Metallic Purple, Pantone 261C Special Reserve – mild and balanced with nutty flavors. Strength 4. 40ml. The capsule color is Bronze, Pantone 175C Connoisseur – intensely bold with smoky overtones and pleasant sweet aftertaste. Strength 7. 40ml. The capsule color is Metallic Orange, Pantone 717C Gourmet Decaffe – mild and smooth. Strength 5. 40ml. The capsule color is Metallic Red, Pantone 207C Show a colored capsule and alongside it the blend name, the description, the strength, and the drink size as given above. Illustrate the drink size with logos of small (40ml) and large (110ml) cups. An example of how to illustrate the drink size is supplied, it is from a competitors packaging, you will have to make something similar. On the rear panel Carter Phillip coffee traders source premium quality beans from South America, Central America, and Africa. Our artisan roasters then carefully roast them in small batches, making fine adjustments in the process to expose all the flavor potential of the beans. Finally, the beans are ground to the perfect size for espresso extraction and immediately sealed in single serve capsules, locking in all the complex flavors and aromas present in the fresh grounds. That’s what you’ll find in this box – 25 capsules ready and waiting for you to extract the delightful elixir that is a perfect cup of coffee. Logos (similar to those supplied, attached) for ‘recyclable’ and ‘recycling category 7’, 25 Capsules, cup size (e.g. 40ml), Blend strength Carter Phillip Coffee, 528 W 21st St #89448 Houston, TX77008-3642 USA Customer services line: (000) 0000000 firstname.lastname@example.org www.carterphillip.com *Carter Philip is not associated with Nespresso® or any of its affiliates. Nespresso® is a registered trademark of Societe des Produits Nestle S.A. On the top panel At your discretion On the base Leave a space for a UPC code Best before: and space for date Supplied templates and images 1. We have created a two inspiration boards for your guidance. Coffee pictures that we like are at http://www.pinterest.com/stevesnider10/coffee. Packages that we like are at http://www.pinterest.com/stevesnider10/packaging/ 2. Here is a link to a lightbox of more images that might be helpful http://www.shutterstock.com/public_lightbox.mhtml?code=47baa2f0fd99f3a8f67088bd1ea4926d&lightbox_id=31607791 3. We have supplied a box template as a pdf, with dimensions shown. Note that the pdf is not ‘actual size’. And we have supplied photographs of similar boxes, both assembled and flattened, to assist you with understanding what the assembled box looks like. 4. We have supplied examples of recycling logos. They are low resolution, therefore not to be used ‘as is’. 5. We have supplied a photograph of the available capsule colors, which are: • Bronze, Pantone 175C • Gold, Pantone 872C • Metallic Green, Pantone 336C • Black • Pearl Blue, Pantone 295C • Metallic Purple, Pantone 261C • Metallic Red, Pantone 207C • Metallic Orange, Pantone 717C No doubt you will have questions, please feel free to ask. We look forward to seeing your designs.
US$699 Silver package
Every design category has flexible pricing for all budgets. Product packaging starts at £359.
Full copyright with production-ready files for digital and/or print.
It all began with a design brief.
A quick, interactive guide helped them understand their design style and captured exactly what they needed in their product packaging.
Designers across the globe delivered design magic.
SDBBmail collaborated with designers to refine their ideas
When design entries come in, you can rate them so designers know what you’re looking for in your logo design.
99designs has great collaboration tools so you can pinpoint and capture your ideas
And then… they selected a winner!
Along the way, they met lots of talented designers…
We think contests are a super fun way to get design.
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