The consultancy was appointed in March, after being approached by Douwe Egberts and briefed to evoke ‘emotion and ownability’ through the brand which will target women aged 24-45.
Holmes & Marchant were involved in the early stages of the project and first worked with the company on naming the range The Flavour Collective.
Three varieties, caramel, hazelnut and vanilla have been cast in a palette which Holmes & Marchant says ‘reflects the premium nature of the products with vibrancy and a sophisticated tone.’
Holmes & Marchant managing partner Greg Vallance says the pack design needed to ‘differentiate the new sub brand from both current Douwe Egberts instants and from competitors.
‘We have moved away from original golds and browns and introduced a splash of colour with fonts we think reflect the premium nature of the product and contemporary, social personality of this demographic.’
A roll out will begin this week in selected Sainsbury’s stores.