TWELVE has developed a multichannel marketing campaign for Nescafé Azera, with a variety of iconic and fascinating restricted version tins, created in collaboration with rising design expertise from the University for the Creative Arts. The marketing campaign marks the third consecutive yr that Nescafé Azera and TWELVE have labored with UCA college students, following the success of the model’s previous “Azera by Design” campaigns.
TWELVE developed the marketing campaign to focus on the model’s design credentials by bringing to life its assist of promising younger inventive expertise. Second yr BA (Hons) Graphic Design college students have been briefed to create a set of collectable espresso tins to characteristic on 4 Nescafé Azera variants. College students have been briefed to create packaging designs which are impressed by the coffee-drinking event and evoke positivity.
The challenge, which fashioned a part of the scholars’ October curriculum, kicked off with an preliminary briefing led by TWELVE and Nestlé. College students needed to current their concepts again to TWELVE and Nestlé all through the design course of to assist information them on their inventive route. The shortlist of designs was chosen by TWELVE and Nestlé earlier than a ultimate 9 designs have been chosen because the winners. As a part of the challenge TWELVE has provided two of the successful college students placement alternatives on the company over the summer time to encourage their development as designers and supply company expertise.
“A dwell temporary with an actual shopper is one thing that every one design college students crave,” commented Derek Bain, inventive director at TWELVE. “It was a pleasure to work with such a gifted group of designers who’ve produced such staggering work. By creating contemporary limited-edition packaging yr on yr, Nescafé Azera has stayed related to its viewers and made it the model that its friends look to for inspiration.”