Ten little boxes in an A-brand dominated environment. How on earth should we create shelf impact, strong brand recognition and sow the seeds for a loved brand? Leading Dutch supermarket chain Albert Heijn decided it was time to take a stand. They broke every rule in the coffee category and embraced the new alternative thinking. Act differently and show the power of coffee taste!
The coffee belt is the global area where the coffee plants grow. Not really known by average coffee consumers. In an indirect way, the story of the coffee belt had to be told. Highlighted by the iconic animals, interest has been created and the story could be told. The ambition to stand out as the innovative coffee connoisseur has started with these ten little packs. Step by step, Albert Heijn Perla will teach and educate its coffee lovers. The power of combining a statement, the coffee connoisseur, with a sophisticated design is a well thought strategic move that paid off.
Every packaging has its own little story about the natural habitat of the animal, related to the natural habitat of the coffee beans. The unique illustrations, the technique of using various fine lines, make the animals come to life. There is a relation with the illustration style and tribal art. That is no coincidence, this is an indirect way of anchoring and legitimising the way of illustrating the animals.