Background & Key Issues

Coffee is one of the most-loved beverages around the world, and its consumption is increasing with the growing market every year. However, recently the world has become aware of the unethicalness of the coffee trade. This has lead to a sharp increase in sustainable sourcing for coffee beans. Holly's Coffee has a long history of using Rainforest Alliance Certified coffee beans in order to protect the environment and to help sustain coffee farmers and their communities. Hollys Coffee, therefore, wanted a new product design to promote the history of the Rainforest Alliance and the coffee ecosystem to their consumers, redefining the meaning of a cup of coffee.​  

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Approach & Solution​ 

Participants in the project held a workshop to further understand the Rainforest Alliance coffee ecosystem and brainstormed to establish an effective promotion platform. Meanwhile, they established all of the related elements that needed to be designed, discussed the various points of contact with customers within the store based on the customer's journey, and then manufactured and sold the relevant products.  

Main Task  

Establish a promotion strategy for using RFA coffee beans and propose a product design   

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Process & Methodology 

Discover > Diagnosis > Develop > Deliver 

Customer Journey Map 

Brain writing 

Prototyping 

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Final Deliverables  

RFA Coffee Beans Promotion Film 

RFA Promotion Materials

RFA MD Product Package Design​   

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Implication 

We established an efficient promotion strategy in terms of the Hollys Coffee's brand identity, provided integrated services that delivered the actual product design, and thus received a positive response from customers regarding the design and promotional materials delivered through various channels.