| At a glance your product and the customer meet. | | | | identifiable as Ray Hadley's home brand. |
| In this critical ten seconds an emotional connection | | | | • Target a specific market of coffee lovers. |
| is created. Either your product is rejected for | | | | • Create an original organic look and feel in the |
| your competitor or you win the fight and your | | | | packaging design making it stand out from its |
| product is selected. If your packaging design does | | | | competitors on shelf. |
| not create the right impact to jump off the shelf | | | | • New identity including Ray Hadley's face that |
| and attract a busy shopper, you don't have a | | | | could be used on other new future products. |
| second chance to make a first impression. | | | | |
| "Your product is the package it is designed in." | | | | How did Toast achieve these results |
| More creative solutions at | | | | • Competitor research in coffee packaging |
| Ray Hadley Coffee | | | | design and branding. |
| Roda Marketing approached Toast Design to | | | | • Target market research, Toast identified |
| create a brand for radio celebrity Ray Hadley. | | | | what design elements created the most impact |
| Being the first product Ray Hadley put his face | | | | through interviewing a selection of coffee lovers. |
| on, the brand had to target a specific market of | | | | The results recorded were adapted into the |
| coffee lovers. Initially starting with the Hadley | | | | design. |
| stamp of approval, we wanted to create a | | | | • Product environment research. Once the |
| organic look and feel for the brand that would | | | | design was in the final development stages, toast |
| continue through to the coffee packaging design | | | | conducted further research into the coffee |
| and eventually flow onto other products.The | | | | packaging environment and its competition which |
| concept of a stamp was created and | | | | the product would be located on shelf with. |
| communicated the right message in the packaging | | | | • By creating a Ray Hadley stamp of approval |
| design. | | | | it enabled the logo to be used on future product |
| What were the desired outcomes for Ray Hadley: | | | | packaging as well as give the organic look and feel |
| • Create a new coffee brand that was easily | | | | that the client wanted. |