Client
Trelish Coffee
Services
Product Strategy & Packaging Design
Year
2023
2021 saw a surge of coffee brands, some catering to unheard-of use-cases. While Pune’s Trelish Coffee was not a newcomer to this scene (having started in 2019), they had their fair share of relevant learnings.
Their flagship offering was a niche one – concentrated liquid brews. Add milk/water to them to get an amazing cup of coffee. However, it’s common for customers to take some time to adopt new ways of making their coffees, especially since it requires behaviour change.
For that reason, and to expand to an audience that still prefers the market’s most prominent instant coffee brand, Trelish decided to release an Instant Coffee product. And we had the privilege of helping them do that.
Our Approach
Our task was to design product packaging and communication that made Trelish Instant Coffee feel familiar yet stand out on the shelf. Therefore, we jointly took a couple of key design decisions –
- Made the product look familiar and not abruptly different from the existing options in the market. It should be easy for someone to understand that the product offers, especially if the customer knows Trelish’s background as a Liquid Coffee Brew brand.
- Introduce commonly used elements that signal to customers what to expect from the product.
- Prefer a packaging format that consumers are already comfortable with, especially considering that the pack would give multiple servings and the coffee granules need to have a seal-tight ecosystem.
- Yet, convey the product’s premiumness and the slight cost difference in a positive manner. Plus, integrating the brand’s story at the back of the pack to give consumers reasons to trust a new brand.
- To ease being picked up and tried by the consumer, offering a visible 10% extra promotional communication & design prompt (not included in the above photo). Who doesn’t like something extra in life, right? 🙂
These key decisions helped us pave the way to improve Trelish Instant Coffee’s chances in a market dominated by a familiar name, while helping Trelish expand it’s market base, which could eventually graduate to using its flagship and more niche products.
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More than just design expertise, we’re known for our astute market insights, curiosity towards understanding consumer behaviour, and translating the two into strategic product direction and communication & design work.
If you’re looking to launch a premium, niche, or mass-market brand and need a partner that understands both communication-design and strategy, contact us.
