Nescafé Azera X Design
DESIGNED TO BE DIFFERENT
Every year, Nescafé runs a design competition that supports upcoming creative talent. But this is more than a ‘send us your best pics’ challenge. 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 our shoppers.
2021 – You Can Do This
The latest campaign in the Nescafé Azera X Design Campaign is the biggest one to date and is run in partnership with The Prince’s Trust.
Having supported students in previous years, the 2021 competition was opened up to young people working with The Prince’s Trust. The briefing came at a time when young people’s mental wellness was being hit particularly hard by more lockdowns and less work caused by the pandemic.
Over a live zoom webinar, I briefed young people to create a visual response to the affirmation “You Can Do This”, their designs should bring a smile or a little hope to a coffee drinker’s morning.
Every one of the 200 entries were inspiring and impressive – which made it very hard to choose a winner.
We roped in Prince’s Trust ambassadors, presenter Cherry Healey and designer Kelly Hoppen to help.
The winning collection is made up of five, bright, inspiring and thoughtful designs. I revealed our designers had won over zoom and these happy (and somewhat shocked) reactions became part of the social campaign to highlight the difference the competition made to these young creative lives.
You can also find out more about the designs and the designers via the back of the packs.
Each tin is printed with a QR code which links to a video featuring the story of its designers.
2020 – This is your billboard
The students were asked to use the space on the tin to say something meaningful. They were given the freedom to voice their opinions, introduce a new cause, raise a smile, do some good, or talk about something close to your heart.
The five winning designs were all born out of personal stories, which the students bravely talked about on camera. From showcasing LGBTQ symbols to using exercise to help with their own mental wellness, the students opened up in interviews recorded over zoom. You can see their stories via connected packaging with QR codes linking to the Nescafé website hosting the films.
https://www.nescafe.com/gb/about-us/our-brands/nescafe-azera/azera-by-design
2019 – A Cup of Curiosity
The final 6 tins were chosen by a public vote on social. They included a lino print, wrap around text and hands signing out the phrase ‘uplifting’.
2018 – Unexpected Urban Adventures
9 inspiring designs made it onto the winners’ list. We used them to create online animations, and out of home campaign and special builds.
