Elmwood – Alpro Caffè
“Already the market leader in plant-based alternatives, Alpro saw an opportunity to go one step further by launching its first range of chilled coffees.
Alpro’s blend of delicious plant-based drinks and single origin coffee made it unique in a rapidly growing category. It needed a design that showcased indulgent flavours and uplifting plant-based moments, as well as the product’s coffee credentials and premium positioning.
To really emphasise the fact this was a totally new way to enjoy Alpro, we championed the idea of ‘Discover the Difference’ – drawing on Alpro’s expertise to tell a provenance story that highlighted the product’s blend of exotic ingredients. We collaborated with an illustrator to handcraft a premium ‘pen and ink’ rainforest design that broke category codes while staying authentically true to the brand. Following the success of the launch, Alpro asked us to design a premium single serve format, in which we concealed animals, such as toucans and butterflies, which were native to the source of the coffee beans – Brazil, Peru and Ethiopia – to further add to the sense of discovery.
To support the market launch of the exotic new range, we developed a communications platform based around the idea of ‘Life’s better blended’ – emphasising the unique blend of plant-based ingredients and coffee Alpro is bringing to the market. This included a full suite of point of sale and shopper communications such as press adverts and shelf wobblers.”