UCC Coffee: Sustainable Design; Style Research
Posted: November 17, 2015 Filed under: competitions, Subject Y3, Year 3 | Tags: calm, cardiff, cheap, coffee, collective, concept, contrast, eco-friendly, ethical, graphics, illustration, indie, local, materials, not respected, products, quality, rebrand, recycled, research, revitalisation, shops, small, start-ups, style, sustainability, tesco, traditional, UCC, value Leave a commentUCC Coffee Brief – “We don’t sell directly to consumers; and our core current customers are non-branded coffee shops, cafés, pubs, quick service restaurants and contract caterers but that isn’t to say they are the only target for the brand. The nature of Grand Café means it ticks a lot of the boxes for companies to fulfil their corporate responsibility requirements.”
Locally there are a few interesting sustainable non-branded coffee shops where are start-up cafés which focus on the consumer experience over profit. They act as a base for networking, social gatherings and discussions within an informal environment.
CF24 Project
The CF24 Project is a perfect example of a small café/bar which would be suitable for UCC Coffee. Its choice of minimal decor and makeshift furniture from pallets reinforces the ideology and intentions of sustainability. They offer a small selection of food to keep their customers fulfilled during their stay.
I feel that the packaging must look professional with a spark of character to have the appliance of a professional and respected coffee with the contrasting imagery of a fun, sustainable and fairer coffee which is appealing to both young and older consumers. I also feel the packaging must be heavily influenced through the sustainable aspect e.g. recycled material and eco-friendly ink which reflect the ethical and sustainable approach UCC Coffee are wanting to raise awareness and promote.
The current Grand Café packaging is nothing close to a presentable package which could be presented on the counter to a small cafe like that of the CF24 Project. Its bright use of negative space and cliche sustainable green colour pallet highly contrasts against the traditional, indie vibe of small sustainable cafés. The use of these colours also reminds me personally of ASDA and Tesco essential packaging which brings imagery of cheap, unsustainable and unethical products. The quality of the product is also penalised as a result of mass-manufactured packaging.
Ben Walton 
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