JOHAN & NYSTRÖM SPECIAL COFFEE - ANNIVERSARY BOX
| Title | JOHAN & NYSTRÖM SPECIAL COFFEE - ANNIVERSARY BOX |
| Brand | JOHAN & NYSTRÖM |
| Product/Service | SPECIAL COFFEE |
| Category |
E02. Drinks |
|
Entrant
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GARBERGS_PROJECT Stockholm, SWEDEN
|
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Idea Creation
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GARBERGS_PROJECT Stockholm, SWEDEN
|
Credits
| Karin Ahlgren |
Garbergs Project |
Designer/ Owner |
| Ylva Krantz |
Garbergs Project |
Graphic Designer |
| Johanna Herlin |
Garbergs Project |
Graphic Designer |
| Jonatan Låstbom |
Johan & Nyström |
Final Artist |
| Åsa Berg |
Garbergs Project |
Project Manager/ CEO |
| Maria Backström |
Garbergs Project |
Production Manager |
| Johan Damgaard |
Johan & Nyström |
CEO |
The Campaign
The purpose with the design was to create a sustainable, recyclable paper box in a world of metallic coffee bags. Visualizing crafted, high quality and selected small scale crops of coffee.
But primarily, it was designed as a tribute to 10 years of changing a conservative coffee business. And as tribute to all the people behind the company that made the brand possible. Everyone that has placed a hand on the product. From the farmer, to the warehouse people, the roaster, the sales guys, and finally to the baristas serving the coffee. In total 147 names. All craft.
Creative Execution
We created a flexible system, with a box and a unique seal. The exclusive box is made in lined carton, with embossed print on all six sides. To separate the different origins and flavors, each seal has a unique color nuance based on the color chosen for that specific continent. The place of origin and the farm, from which the cherries have been carefully selected, is written on the sealing, including the exact coffee roaster´s name. Every box contains a cupping protocol and detailed information about the cherry, crop, farmer and roaster.
Indication of how successful the outcome was in the market
The result was a highly desirable exclusive line of product, where a simple box symbolizes the brand and Johan & Nyström´s will to revolutionize the coffee market and spread some light on the industry's misconceptions of quality.
The product was instantly considered as the best coffee package on the market and received a lot of attention from customers, market and media.
The strategy was to tell the story of 10 years of changing the coffee industry.
That goes hand in hand with our target group, the coffee nerd, who wants to know everything about the special coffee. To meet their needs, we tell the brand story on the outside of the box and added a cupping protocol inside of each box, as well as complete facts about the coffee.