Grand Single Origin
Designer | Dragan Šašić
Location | Belgrade, Serbia
Launch date | April 1, 2021
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We wanted to change the status quo for the roasted and ground coffee market in Serbia. To shake up the “sleeping” category and bring some excitement and relevance to the consumers, especially the younger ones, some major novelties needed to be established- exotic tempting flavors and completely new experience in traditional category. So, we introduced the “single origin” concept with two origins- Brazil Cerrado and Rwanda Bourbon. For the first time in the market, the concept of Block chain technology and tracing coffee was introduced. In partnership with Farmer connect, Grand made possible for consumers to see the journey of their coffee from coffee farm to their cup, simply by scanning the QR code on the packaging. To humanize this process of coffee production even more, the real farmers and their stories are introduced in the platform and donations for the coffee farming sustainable projects are also enabled.
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Consumers’ reactions were beyond expectation (the sales are 45% above the plan for first 4 months since the launch) but the asset they most reacted to, was the packaging. With the vibrant and surprising color code for this category in Serbia, and especially the most unexpected “animals ambassadors” on the packaging, we made an outstanding impact even without the large ATL launch campaign.
For people in Serbia, Rwanda and Brazil are far away and exotic destination and so are the gorillas and jaguars which are native animals for each respected country. Seeing them on the coffee packaging was quite unusual and attention grabbing which, together with the purple and orange colors of the packaging did the great job of putting them on the spotlight in highly saturated market shelves. The backpack was used to tell a short but compelling story of the origin and the region specifics. And last but not the least, another first in Serbian market, this Single origin coffee is packed in Genprotect foil which is aluminum free, 100% degradable and made from bioplastics from renewable sources.
