Bedtime?

Missed the bus?

Lunch time? Early morning?

Douwe Egberts Pure Indulgence is made from a blend of the nest quality beans. These beans are roasted using Douwe Egberts expertise to give a rich and aromatic avour perfect for when you nally get home.

Raining again?
Type Gotham Light Book Medium Bold Type

Colour Each of the colours used represents the different varieties in the range of Douwe Egberts Pure Coffees. This ensures each of the adverts is relevant to a particular strength of coffee as well as creating a series of different advertisements that still work together.

Pure Decaf Pure Smooth Pure Gold Pure Indulgence

The different weights of the typeface are used to represent the strength of the coffee.

YCN Student Awards 2013 Douwe Egberts Baljeet Kaur Samra & Sarah Pritchard Leeds College of Art BA (Hons) Graphic Design

Concept We wanted Douwe Egberts Coffee to be something that people could reach for at any time of day. Taking the Pure Instant range we worked on creating a campaign that showed how each of the 4 varieties could be relevant for certain situations during the day whether it be when you missed the bus, meeting the boss or even working towards a deadline.

1 of 5 Coffee Time Make the perfect coffee in an instant.

Lunch time?

Stressed?

Raining again?

Early morning?

Relaxing?

YCN Student Awards 2013 Douwe Egberts Baljeet Kaur Samra & Sarah Pritchard Leeds College of Art BA (Hons) Graphic Design

Context Each of the adverts for the coffee is different according to the context. For instance the Early morning billboard works well as it will be see on a journey to work. For each of the varieties the relevant jar of coffee is slightly enlarged in the bottom right corner - this ensures that all 4 of the jars are seen together whilst the jar relevant to the advertisement stands out more. The strapline Make the perfect coffee in an instant is used for each advert too.

2 of 5 Coffee Time Make the perfect coffee in an instant.

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YCN Student Awards 2013 Douwe Egberts Baljeet Kaur Samra & Sarah Pritchard Leeds College of Art BA (Hons) Graphic Design

Context Each of the adverts has a slightly different format, for the billboards the statement is the main element with the Douwe Egberts seal, strapline and variety of coffee jars positioned in the bottom right hand corner.

3 of 5 Coffee Time Make the perfect coffee in an instant.

Bedtime?

Delayed train?

Douwe Egberts Pure Indulgence is made from a blend of the nest quality beans. These beans are roasted using Douwe Egberts expertise to give a rich and aromatic avour perfect for when you nally get home.

is made from a Douwe Egberts Pure Decaf

blend of the nest quality beans.

These

and well balanced avour perfec extracted to give a medium

t for the end of the day.

YCN Student Awards 2013 Douwe Egberts Baljeet Kaur Samra & Sarah Pritchard Leeds College of Art BA (Hons) Graphic Design

Context Magazines and smaller posters have a slightly different format to the larger billboards, the statement is again the main element but this advertisement contains the logo, strapline and coffee jars but also include a short statement about the particular type of coffee and why it is the perfect coffee to have.

4 of 5 Coffee Time Make the perfect coffee in an instant.

Catching up with friends?

in an instant.

YCN Student Awards 2013 Douwe Egberts Baljeet Kaur Samra & Sarah Pritchard Leeds College of Art BA (Hons) Graphic Design

Context The advertisements would also work really well on buses and other public transport as well as the underground. The format on the bus is considerably different but still works just as well as the coffee jars can be enlarged to become the focal point of the advert.

5 of 5 Coffee Time Make the perfect coffee in an instant.