THE (NOT QUITE) FLAT WHITE NOTEBOOK

TitleTHE (NOT QUITE) FLAT WHITE NOTEBOOK
BrandNOC COFFEE CO.
Product / ServiceCOFFEE COMPANY
CategoryB02. Promotional Item Design
EntrantSUPERUNION Hong Kong, HONG KONG
Idea Creation SUPERUNION Hong Kong, HONG KONG

Credits

Name Company Position
Andy Reynolds Superunion Creative Director
Louisa Luk Superunion Designer
Andy Reynolds Superunion Creative Director
Claudia Li Superunion Client director
Lucy Mcnally Ogilvy Photographer
Oilver Goulden NOC Coffee CMO

The Campaign

Instead of a 'boring' brand book, we decided to encapsulate the brand philosophy into a notebook. An item we felt would connect with customers, and become an object of desire – something to keep. Inspired by the tale of the Princess and the Pea, a story about discerning the details through the layers that life puts in the way - the notebook tells a simple story about removing distraction.

Creative Execution

As the story unfolds, so does a 3D embossed coffee bean. On the first page the bean manifests as a tiny bump, and by the last page a full bean is visible – a tactile metaphor for how small things can make an impression when distractions are removed. The story itself expresses NOC’s brand philosophy and encourages customers to engage with it by using the book to take note of the things that matter to them. We used a Japanese binding technique, along with locally sourced paper to emphasise the brands Asian roots, and emphasis on minimal design.

Indication of how successful the outcome was in the market

In keeping with the brands philosophy – the little book made a big impression. Generating hundreds of impressions on instagram, with people rushing to the stores to the retail outlets to grab a copy.