Blue Belle

Strength

In Australia, almost half the population (46%) consumes coffee and prefers this nonalcoholic beverage over tea(38%).1 The percentage of people who own coffee machines has increased from 28% in 2009 to 36% in 2013. 44% of people who work 60+ hours per week own a coffee maker at home (pod or stove-top cafetières).2

Weakness

Lots of coffee flavours are available on the market. It might be expensive to produce in large quantities.3

Opportunity

The key point of difference of this product is not only the blueberry flavour but also health benefits (i.e. antioxidants and vitamins).4 It could be sold as a premium product. 3D modelling and animation will offer a more dynamic look and feel compared to the competition.

Threat

There are many coffee companies on the market with similar products (i.e. Nestle, Lavazza, Campos).

Introduction

Name: Blue Belle

Gender: Female

Age: 25

Design style: Organic6

Target Audience: People who work long hours (blue and white collar), health conscious and into organic food, 25-50 years old, male and female.

Story: Around 15 years ago in Australia, an organic blueberry farmer named Sam decided to grow and roast coffee beans. He worked hard to learn the process and soon came up with his first batch. He wanted everyone to experience the taste of his coffee in their own home so he started selling his coffee at the markets. He flavoured the coffee beans by extracting oils from blueberries and found this to be a perfect taste pairing.7

An Australian blueberry native, Blue Belle has been hanging out on the farm with her mates in the bushes for a while now. She’s eager to get picked but the farmer is nowhere to be seen. She’s starting to get anxious and thinks he has forgotten about her. She is really keen to share her antioxidants with the world. One by one, her friends are picked and taken into the kitchen to get mixed with the coffee beans. She is getting increasingly impatient and, when the farmer doesn’t turn up, takes matters into her own hands. The antioxidants turn her into a super berry that flies out of the bush and into the coffee cup.

Many coffee brands adopt a multiple-brand product strategy. Sam’s Coffee adopts the single-brand product strategy where one product is being advertised (i.e. coffee with blueberries).8 The logo draws upon the idea of fusing coffee and blueberry together. Lots of coffee brands use warm colours such as reds, yellows and, in some cases, gold foils to represent the status of their product brand (i.e. Nescafe Gold Blend from Nestle). In a lot of instances, the logo is reversed out of a dark background in product advertising. Sam’s Coffee logo has a more organic, earthy and friendly feel which is different to Nespresso or Moccona brands, for example.