Coffee Packaging to be retailed in Supermarkets Nationally

VIVO Coffee

VIVO Coffee is a small boutique coffee company. VIVO is Italian for "alive" and that's how you feel as you sip on a brew from our fabulous beans. We have been established for a little over a year and our focus has been wholesaling coffee to cafes and restaurants. Opportunity has presented itself to offer a unique fresh coffee in supermarkets and gourmet delis and we require a packaging design to stand a part from the crowded shelves of coffee products. Our difference lies in our quest for fresh quality beans; being roasted locally, offering coffee beans as well as ground espresso specific to your style of making coffee eg: espresso machine, stovetop, plunger or drip filter.

VIVO see's itself as a fun brand serious about coffee but not itself. Its not scared to take risks and show off its personality. VIVO is also comfortable with being a little cheeky.

Our target audience is primarily convenience supermarket shoppers who want to get the best quality available at a supermarket. They will be impressed that the coffee is available at cafes and they can take this quality of coffee home (while pricing is still being completed it will sit in the top 30% of pricing). The product will appeal to serious coffee drinkers with an innovative flair, ready to try something new. The non-traditional colours attracts them and the audience is slightly skewed to females but must appeal to both males and females. Bullseye for this product will be 30+ professionals that want convenience. They enjoy entertaining and having a daily coffee at home.

The secondary but harder to get market will be coffee lovers who do not consider buying coffee from supermarkets as they perceive the quality as lower than buying their beans from a roasting house, local cafe or away from the mainstream.

VIVO Coffee branding has been done and was was designed to stand out, being non-traditional red (PMS 193),pink (PMS 204) & white. The packaging of the 1kg wholesale bag is attached (flat artwork). Please note this bag was never intended for retail. We are seeking a design that retains the logo but is developed with more excitement and personality to attract consumers. Creativity with stong packaging design will win.

The packaged range will include 4 varieties available in soft-pack foil bags for consumers in the sizing of 250gms, 500gms and 1kg.

The range will include the hero blend VIVO Espresso, a stronger blend "Senor Gusto" (Mr Flavour), a mild blend "Bacioni" (little kiss) as well as VIVO Decaf. So representation of how VIVO Coffee could work across the four blends is required.

The bags will be “block bottomed". The 250g bag specs are provided and will be the use – please note the sizing uses metic system in millimeters. Only one size needs to be created the competition.

Guidelines:
Demonstrate an 'alive' personality
Standout on the shelf
Be bold but remain stylish - If this product had a starsign it would be Leo
Its not childish or weird
Its cheeky but not wacky

While the packaging specs are attached products should be presented as they would appear finished - front, side and back as necessary. Final artwork will need to be provided flat as an EPS file