Douwe Egberts is to launch a new range of premium instant flavoured coffee with packaging design created by Holmes & Marchant.
The new range, called ‘The Flavour Collective’, is targeted at women and reflects the brand owner’s decision to grow within the coffee category creating a stronger presence.
Holmes & Marchant has created the graphics for the new brand and facilitated the Douwe Egberts team to develop a sub-brand. The colour palette of the packaging has been chosen in order to reflect the nature of the brand, it is hoped its vibrancy and sophisticated tone will resonate with the target audience.
Corrine Hopwood, UK marketing director at Douwe Egberts, commented: “The UK coffee market is driven by instant coffee, representing 90 per cent of retail cup consumption.
“Holmes & Marchant has created a contemporary identity which we believe will stand out from the shelf and invite more coffee occasions.”
Managing partner at Holmes & Marchant, Greg Vallance, added: ““This project was all about increasing and creating a new coffee occasion, targeting women aged 25-45.
“The pack design needed to have stand-out on shelf, differentiating the new sub-brand from both current Douwe Egberts Instants products 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.”