Packaging as Identity – Part I:

Monks Coffee Co. Abilene, TX

Brief

Redesign 2 coffee packages and 1 NEW product of choice for MONKS Coffee Co. located in Abilene, TX. This project will challenge you not only to continue designing packages, but also to understand the development of new products for an existing production line. You will research and propose any products – be creative: your designs must include two new coffee blend packages. Other product can be (but not limited to) cake mix, brownies, chocolate-covered coffee beans, mints, etc. Once determined what product to be developed, define their characteristics, name, and design, bearing in mind MONKS brand equity.

Process

1. Research and identify problem variables. In-store observations are strongly recommended. Go to MONKS local coffee store (and/or competitors), talk to the baristas, find out more about products, etc. Grab brochures, collateral materials if available.
2. Identify demographics profile. Determine your strategy and goals. Products MUST fit in company’s existing branding philosophy.
3. Brainstorm alternatives, select final designs, build prototypes.
4. Presentation

Minimum requirements:

Brand (you must use provided artwork: click here a vector version)
Product names (Monks Blend, etc.)
Product info (product description: ground coffee, whole beans)
Technical specs: weight, etc.

Materials:

Paper, plastic, aluminum, etc.

You turn in:

• Slide presentation for project rationale (statements; research: Type, Color, Structure; moodboard; initial designs; final concepts)
• 3 packaged products simulating final products

Visual criteria:
This packaging project needs to communicate a very strong message that is cohesive with Monks brand identity. Quality results are expected.

Grading criteria

• Slide presentation – 40 points
• Final Packages
__Concept – 30 points (meets visual criteria)
__Execution – 15 points (graphics well done, no pixelation, no misplaced color)
__Presentation – 15 points (craftsmanship, package looks clean and professional)

Calendar

Friday 08/31 – Brief, research, strategy/brainstorming
Monday 09/03 – Roughs/comps
Wednesday 09/05 – More comps
Friday 09/07 – Refine designs
Monday 09/10 – Continue to refine designs/Start slide presentation
Wednesday 09/12 – Pre-presentation (digital) Finish slide presentation, finish prototypes
Friday 09/21 – Final Presentation

Student Samples

by Taylor Hood

by Samantha Hawthorne

by Julie Neil

by Jordan Bell

by Jeremy Robinson

by James Utley

by Jacob Ray

by Hannah Barnes

by Brittany Herrod

by Aubree Barnett