Title | THE (NOT QUITE) FLAT WHITE NOTEBOOK |
Brand | NOC COFFEE CO. |
Product / Service | COFFEE COMPANY |
Category | B02. Promotional Item Design |
Entrant | SUPERUNION Hong Kong, HONG KONG |
Idea Creation | SUPERUNION Hong Kong, HONG KONG |
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 |
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.
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.
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.