NESCAFÉ AZERA •
NESCAFÉ AZERA •
Supporting upcoming creative talent with a yearly design competition from Nescafé.
The background
Nescafé Azera is a barista-style instant coffee. It’s packaged in distinctive tins.
Every year, those tins get a glow-up from up & coming designers through the Azera By Design competition.
Past competitions have worked with the University for the Creative Arts and The Prince's Trust.
It’s more than a ‘send us your best pics’ challenge. The designers are given a live, paid-for brief and I supported them with 1:1s and group crits throughout the process.
The live brief
The designers are given a live, paid-for brief and supported throughout the process, which creates distinctive, eye-catching packaging. stories and designs that connect with shoppers.
Past briefs have included:
’You can do this’
’This is your billboard’
‘A Cup of Curiosity’
’Unexpected Urban Adventures’
Shopper + more
As well as the designs appearing on limited edition tins, the imagery is also used in OOH, experiential and social campaigns.
Results
Within the first four years of running Azera By Design, Nestlé saw a sales uplift of £3.9m, 240,000 new shoppers and a 29% repeat purchase rate.
