Honing a premium brand redesign in coffee capsules
Photo by NATHAN MULLET on UnsplashThe challenge
Dutch-owned premium coffee capsule brand Belmio was undertaking a brand repositioning and identity refreshment exercise with the dual commercial goal of upping price premium and competitiveness versus other capsule coffee brands and readying the brand for international expansion. They asked us to help to select and optimise the strongest brand proposition and new brand identity and packaging range design – one which would have to stand out and support a clear price premium.
Our approach
We recruited 200 target premium capsule coffee users in each of the French, Dutch and US markets to explore in an online survey the appeal of candidate new brand propositions and corresponding new brand identity and packaging designs. We designed and ran a survey to gauge the appeal of brand options versus clear performance criteria: premium coffee quality, appeal and desirability, plus distinct product character. We also tested each design for its ability to support price parity or premium versus key capsule brand competitors and consumer desire to trial and/or switch to Belmio.
“The MRQual team were extremely helpful and flexible with amends and timeline shifts and proactive in their suggestions for survey improvements”
Results delivered
Our research gave Belmio a winning proposition, identity and packaging design route and helped shape an optimisation brief to ensure rapid readying of Belmio for the relaunch.