{COFFEE | B2C | UK}
BUSINESS OBJECTIVE
Taylors of Harrogate, a leading UK coffee and tea manufacturer, saw an opportunity to develop a new range of ground coffee and whole beans tailored to the modern, busy consumer who desires high-quality coffee but lacks expert knowledge. The objective was to create a product that balances convenience with premium quality, appealing to those who want a superior coffee experience without complexity.
End-to-end, early-stage innovation support...
Worked closely with the Brand Manager to design and deliver a research-driven approach towards crafting a consumer-focused coffee range that would meet the needs of this evolving market:
Concept Generation: Participated in a cross-functional stakeholder ideation workshop to generate innovative concepts that cater to convenience-seeking coffee drinkers.
Concept Testing: Conducted consumer workshops to assess and refine initial concepts, ensuring they aligned with the target audience’s expectations.
Preference Mapping: Mapped consumer preferences to identify which product features were most important for this non-expert yet quality-conscious demographic.
Concept Ranking: Evaluated and ranked concepts based on consumer desirability, focusing on ease of use and perceived quality.
Design Testing: Facilitated consumer workshops to test packaging and design elements, ensuring the product’s simplicity and quality were communicated clearly.
Standout Testing: Assessed how effectively the new product range stood out on shelf using fully working prototypes through one-on-one consumer interviews.
Brand Fit Assessment: Ensured the product aligned with the brand’s identity through focused consumer workshops.
Design Guidelines: Developed detailed design guidelines to ensure consistency in messaging and packaging, supporting the product’s premium yet accessible positioning.
A Successful New Launch...
The new ground coffee and whole beans range was successfully listed in Waitrose in November 2020 and later launched nationwide across all major retailers in the UK, gaining traction among busy, quality-conscious consumers who appreciated the balance of premium taste and simplicity.
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