For this brief we were to make a packages for our corporate identities. Packages for different ranges; mild, medium and strong. My first idea was to carry on with my corporate identity and use a coffee cup but show effects of smoking through the packaging.
Smoking makes it harder to breathe because of the carbon dioxide in the nicotine. Therefore I thought about putting a paper bag over the cup. The stronger the coffee the more scrumbled the paper bag. This is to represent the need to breathe and the more the paper bag is scrumbled, the more serious the breathing becomes. Another idea was to show the effects of smoking on the bottom of the coffee cup and then cover it up with a coffee holder, to represent the fact that this tobacco coffee prevents the harmful effects of smoking. The bottom of the cup would get yellower the stronger the coffee, representing the teeth staining effect of smoking.
The second idea was to show stompies lying around on the floor, showing how much littering happens from smoking because people leave their stompies anywhere. The more stompies lying around, the stronger the coffee. Both ideas would be covered up by the coffee holder.
Feedback - not to use a coffee cup as the package, too literal. Try show the mild, medium and strong through the use of a character. Think about using them in reverse, better the character, the stronger the coffee.
This is the character Mr Addict, obviously not smoking because that is what the product is trying to prevent.
I wanted to put the character on the face of the package and have a sticker with it to show what effects of smoking is being prevented with the coffee.
The character would have the following effects of smoking done to him:
- Stained teeth
- Stained gums
- Blood shot eyes, then blindness
- Pale skin
- Wrinkles on the skin and
- Messy hair, to show no self care anymore.
I tried to play around with the bar code but the ideas I had would not be able to work because you cannot scan a bar code with the ideas I had.
Therefore I thought of different packages for my product and chose to package my coffee/tobacco in a cigarette case, to co-inside with my concept. The character on my package would tell the consumers what range the coffee was, except the characters were done in reverse.
Mild Addiction (red shirt)
Mr Addict’s character looked the worst for mild addiction. His eyes were blood shot, teeth stained yellow, gums dark/black red, hair messy and skin wrinkled and yellow pale. This is because he was smoking too much. The stronger the addiction the more coffee beans are needed.
Medium Addiction (blue shirt)
Mr Addict’s character looked the slightly better than the character for mild addiction. His eyes were semi-blood shot, teeth stained light yellow, gums dark red, hair out of place and skin wrinkling and slightly yellow pale.
Strong Addiction (green shirt)
Mr Addict’s character was the best in strong addiction. He was as healthy as can be; clean, white eyes, no wrinkles, normal skin colour, white and healthy teeth and gums, showed this.
The characters were done in reverse because it is unexpected and goes with the concept the best. The more addicted one is to smoking the higher the need for stronger coffee to help with one’s appearance. Smoking causes the appearance of terrible looking skin, gums and eyes. It can even lead to blindness. Therefore the higher the addiction the more coffee needed.
The packaging contents itself was coffee with a mixture of tobacco, placed in cigarette cases. Therefore when the smoker is craving a smoke, he/she pulls out the cigarette case to make coffee. Two breaks in one. The cigarette case was originally red but I had to spray paint it black to hide the existing branding.
Here is the final design for the label that is going on the package. The name of the coffee is called Nicobean - combining Nicotine and Coffee bean together. There is a sticker on the design that says, "Smoking harms your appearance... Drinking it doesn't. Therefore it shows the effects of smoking through the character Mr Addict. The copy on the back was the ingredients, country of origin and informing the consumers about other ranges of the product.
Ingredients:A blend of Robusta coffee beans and Virginia tobacco to make smoking coffee, which will feed your medium addiction for that “every once a day” craving.
Country of origin: Robusta coffee beans are grown in Western and Central Africa, throughout Southeast Asia. The Virginia Tobacco is found in Mpumalanga. Both brought to South Africa to produce the finest coffee with a twist.
Extra information: If you need something with more or less of a kick, try our other ranges for your srtrong to mild addictions.
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| Logo for Mr Addict's coffee barista. |
