Live Project: Taylors of Harrogate in partnership with Northumberia University
My role: Packaging Design, Digital Product Design
Tools: Hand sketching, Adobe CC (Photoshop, Indesign, Illustrator), Microsoft Office, Webflow
Time: October 2017 - November 2017, redesign December 2019
Given the selected range of coffee products, design a new product that engages the users and builds a brand-customer relationship. The product needs to be a subscription service posted through the letterbox. The design proposal needs to be supported in a new section of the existing website.
Taylors of Harrogate have decided that there is a lack in their product range for more products / services that don't engage enough with the customers other than the retailed products. There is no subscription based user / customer brand loyalty, which restricts the expansion of Taylors of Harrogate range.
After choosing a variety of the Taylors of Harrogate coffee products, inspecting the packaging and tasting the coffees, my group and I decided to go with Discovery. We then chose the keywords for coffee flavours and chose three persona themes (the Adventurer, the Taster and Explorer). After, we made some moodboards and identified our insights and opportunities, followed by some sketching for the first packaging ideas and finished the first interim with a further look into the three personas.
We experimented with different forms of packaging until we resulted into giving it a sense of the mountainous coffee landscape, an informative and engaging interaction with the actual packaging.
I focused on mechanisms for opening and closing the package, with on the experience taken from the action(ex. surprise, smooth, strong, fancy).
I also experimented with some interior parts of the box, because the idea was to give it the feel of a mountainous terrain, where the coffee comes from.
My main role was to design the online presence of our product. So I added a new section on Taylors of Harrogate website.
Taylors of Harrogate Discovery pack is a new subscription type of service that allows coffee enthusiasts to discover more about coffee. The pack comes every month with 4 chosen or random flavours in taster coffee bags with information and fun facts about the coffee, such as place of origin, taste palette and more.
After a few times I used the updated Taylors of Harrogate website, I found a few things that were a bit annoying. I decided to try and redesign the first page to exercise my Webflow skills.
Things that annoyed me:
The redesigned outcome is live here