Douwe Egberts is rolling out two instant premium coffee brands, Serenity and Intensity, this week with packaging and poster design by Tunbridge Wells-based WFCA Integrated.
The company plans to take on brands such as Kenco and major multiples’ own labels in the belief that consumers are ‘still hard pressed’ to find ‘the true taste of fresh coffee’ in an instant form.
‘These two sub-brands represent a new thread giving consumers choice,’ says WFCA Integrated design director Dave Wilson. ‘The design work is based on the brand’s heritage and value and had to be sensitive to that.’
Initially appointed to create the packaging, the group was invited to design promotional material on the strength of that work, Wilson adds. The consultancy created the strapline – surrender your senses – as well as defining the photographic style for the poster, which will appear outside supermarkets.
‘Our strategy was based around the idea that the brand arouses your senses and you have to surrender to the coffee,’ Wilson explains. ‘The brief was to synergise everything we’re doing and relay the brand values of sophistication and emotional promise in a way that’s quick, powerful and to the point.’
Serenity, a medium roast coffee, and Intensity, a dark roast variety, are primarily aimed at female consumers, aged 25-40.
The names were chosen following consumer research. ‘They have strong emotional values – coffee is a seductive product, like chocolate,’ says WFCA vice-chairman John Cristal.
The products go on shelf from this week, with the posters expected to break shortly.
WFCA Integrated won the work in a three-way pitch at the beginning of last year.