Amado Ground Coffee

Designed by Quantum Graphics Branding & Design, Russia.

The task:
Amado relaunched it's ground coffee line in 2010.
Basic client's insight was as follows: "in Amado we are real coffee professionals and we want this to be evident to our customers. We will be happy to share with them a part of our deep knowledge about coffee". Company's professionalism and expertise was also expected to justify a higher retail price vs.competitive products.

Agency's approach:
We suggested a new approach to communication with Amado consumers. In addition to the package's rational functions we decide to use its abilities of a communication vehicle. With the help of the package we demonstrate to consumers all basic stages of coffee production. Each of 7 SKU's bears a picture of one of the main coffee production stages: growing it up, collecting, drying, frying. Big bright pictures, headlines, text blocks create atmosphere of travel magazines, very popular amongst our target..

The result:
The new design helped to fulfil the following tasks:
1. Bright introduction of the product line on shelves and differentiation vs. competition.
2. Differentiation between tastes within Amado line
3. And, the most important, - revelation of the renewed brand positioning