Fair trade coffee

9th September
Reverse Brief/Deciding Brief Direction

Although we were enthusiastic about both the clean your coastline and fair trade initiatives we've chosen to develop a website aimed at promoting fair trade coffee. From here we need to refine our brainstorming techniques from thinking too far ahead and deciding our concepts early, to fleshing out our foundations e.g. audience/aesthetic approach.


Our feedback in class from Matt was to first find a way to draw in our audience and then introduce what we are marketing (trojan horse).

There is already a strong design approach associated with Wellington and craft/fair trade coffee industry that is aesthetically good place to draw our inspiration for our mood boards from. It seems like every coffee shop in the city has a unique styling tailored to a particular coffee and consumer audience.

We have two directions to explore-

An audience who may like to be involved with fair trade initiatives and can not afford it- e.g. students, people on a budget.

Or

Coffee connoisseurs- those who love both the taste and experience of good coffee.

As far as marketing we want to advertise fair-trade as a win win for both the consumer and the growers.
When it comes to the less wealthy demographic of students/lower income the draw cards are making a difference/ways to donate that are a affordable- appealing to ethics and becoming more culturally aware- seeking knowledge as a student of the greater community.

For the connoisseurs we would market the product as superior to regular coffee- the draw card would then be product itself and fair-trade would be a bonus/sweetening the deal.


As far as mood aesthetics go we'll need to brainstorm our draw cards in depth and research supporting detail to build a visual library.