The NAC 2015 Wild Card Challenge was to increase household penetration for Nabob, with a focus on the younger crowd that traditionally thinks of them as “their parent’s coffee”. Our parents cup of coffee; pre-ground, lacking in flavour and bought in bulk.

The premium coffee drinkers cup; whole bean to preserve the quality, single origin for distinct flavour, and environmentally conscious at heart. With that we suggested a redesign of the Nabob Whole Bean line of coffee packaging. A package evolution that tells the story of a unique whole bean,with a modern look and feel.

Clean, authentic design and minimal copy not only appeals to the youthful premium drinker, it improves product perception while standing out in the premium coffee category at major retailers.

National Advertising Challenge 2015

Research / Packaging Design / Graphic design