Rejuvinate a Coffee Lengend

melitta

Introduction

Melitta has been a family-owned, global coffee brand since 1908.

Melitta identified China as a high potential market, and required a precise brand positioning to further gain shares of a highly competitive and innovative market.

We conducted social media listening, e-commerce data analysis, and qualitative consumers workshop to verify and localise the brand.

Research and Strategy

Research: Social Media

First we studied the brand market landscape, target consumers and competitor analysis through social media listening and E-Commerce data analysis.

We identified the current brand internal strengths and external oppurtunities through our 1E 2S 3C 4P system which provides a foundation for our qualitative workshop.

Research: Qualitative Research

First we studied the brand market landscape, target consumers and competitor analysis through social media listening and E-Commerce data analysis.

We identified the current brand internal strengths and external oppurtunities through our 1E 2S 3C 4P system which provides a foundation for our qualitative workshop.

Strategy: Brand Positioning

We set guidelines for brand identity, design usage, and application for marketing communication. We designed it to reflect the company’s value and adapt semiotic with the audience in mind.

Brand Identity

We set guidelines for brand identity, design usage, and application for marketing communication. We designed it to reflect the company’s value and adapt semiotic with the audience in mind.

Packaging Design

We created local product packaging guidelines, and designed and produced gift box for holiday season sales in online and offline channels.

Packaging Design

Packaging Design

Product Design

Website

Video Production

Photo Production

Corporate Social Responibility

Digital Campaign

POS

We designed POSM, store interior and event booth to adapt the brand guideline to offline retail.

Digital Presence

E-commerce Management

Following guidelines, we designed an E-Commerce store in consideration of consumers purchasing behaviour to optimise sales results.

Results

We helped Melitta rejuvenate its current brand positioning to better fit Chinese consumers’ preferences and rolled out its updated communication message with a systematic guideline to be more attractive for further market shares.