Turning the world of coffee capsules PINK!
Maranatha, the importers of the S20 Caffitaly System Coffee Capsule Machine and a very proud Platinum Partner of the National Breast Cancer Foundation (NBCF) approached me with a challenging brief. How can we make an impact in a world of full of products and shelving while keeping the core values and ethos of Maranatha, Caffitaly System and the NBCF, plus create a buzz within Woolworths not only increase sales but to help increase awareness of breast cancer and the fantastic work the NBCF does with their partners in raising money for the research into the prevention and cure of breast cancer.
Currently the Caffitaly System S20 comes in White and Silver, but for the NBCF Limited Edition we wanted to appeal to all the special woman in our lives. We decided to create a White S20 with light NBCF pink ribbon and the BOLD Pink S20 with darker pink NBCF ribbon.
It was an opportunity to be bold and have fun with the packaging design, I decided to go all out and Celebrate PINK! These hit the Woolworths shelves just in time for Mother's day and moved very quickly! In fact, more had to be shipped to other States as the Pink S20’s where in hot demand.
No one was prepared for the impact these machines would have on the people who purchased them from sons, daughters, husbands and wives who had their own stories to tell about being touched by breast cancer and to remind us that this disease is not sexist, men are not excluded, they too can have breast cancer. http://www.nbcf.org.au/
BECAUSE BREAST CANCER RESEARCH COSTS A LOT,
BUT LOOSING A LIFE COSTS MUCH MORE!
^ Our Beauties on Display in Woolworths.
Work on this project included machine colour options, ribbon colour and placement in accordance with NBCF Brand Guidelines, Packaging Design and Prepress to Caffitaly standards and pitching on In-store Mother's day display options and shelf tickets.
Previous work for the S20 includes restructuring, formatting and redesigning the instruction manual, creating the Quick Start Guide availble with each machine as well as on the website and the quickstart diagram on side of all S20 boxes.