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1

EMILY TOEWS
SENIOR THESIS II
2015

KONA JOE COFFFEE - TOEWS

TA B L E O F C O N T E N T S

3

04 CONTEXT

18 PACKAGING

24 MERCHANDISE

INTRODUCTION.....................................04

COFFEE PACKAGING............................18

HEADPHONES/TEE..............................25

ABSTRACT................................................05

COFFEE KEEPER....................................22

SPOON/CUP.............................................26

PROBLEM & SOLUTION......................06

MAGNETS.................................................27

CREATIVE STRATEGY..........................07
VALUES & MISSION..............................08
CONSUMER PERSONA.......................11
MARKET.....................................................12
BRAND ATTRIBUTES...........................13
LOGO..........................................................14

28 WEBSITE

38 MARKETING

46 RESEARCH

DESKTOPSITE.........................................29

COFFEE SLEEVE....................................38

HISTORICAL RESEARCH....................46

MOBILE......................................................35

BUSINESS PAPERS...............................39

CONTEMPORARY RESEARCH.........50

BREW POSTER.......................................40

WORK CITED...........................................54

SCENTED MAGAZINE AD...................41
EXPERIENTIAL CAMPAIGN................42

KONA JOE COFFFEE - TOEWS

M U LT I S E N S O R Y M A R K E T I N G
Given the expanse of new age marketing appeals, today’s consumers have been conditioned to be visually
sophisticated and consciously selective, ultimately creating new challenges in branding. New marketing
methods have circumvented these challenges by using unconscious triggers which appeal to the five human
senses, known as multisensory design. The advantages of creating a brand that is crafted based upon multisensory appeal are memorable and unique experiences, instantaneous development of connectedness, and
aim to generate human-centered design. By applying these powerful sensory experiences to a product like
Kona Joe Coffee, which already exists in a highly saturated market, the consumers are given new and unique
avenues to interact with the brand, thus establishing a product that stands out from the rest.

5

EXPERIENCE THE SENSES

Nowadays, shifts in societal perception find that consumers measure value not by price
but by emotional bond. Research has shown that the human brain is more likely to create
emotional connections when more than one sensory avenue is being trigger. It’s been proven
that this way of sensory branding is more efficient because unconscious triggers result in the
consumer’s self-generation of desirable brand attributes (they link brand attributes to personal
experience/memory/association) without feeling as if they’re being told directly to make these
associations.
The human brain uses our five senses by merging each individual sense to form a coherent
perception of the world around us. By engaging all of the senses in terms of branding, a more
complete and impactful brand perception is created. As gestalt psychologists claim, the whole is
greater than the sum of its parts, which stresses the importance of holistic perception.

In 2007, Pro Carton, the association that represents the interest of board and folding
carton manufacturers, teamed up with Gruppe Nymphenburg to unleash the secret of buying
decisions controlled by the subconscious. This was achieved through extensive neuro-market
research and sensory packaging analysis. The study found that almost 41% of the people
interviewed in the study confirmed that they were willing to accept a higher price for the increase
in sensual appeal (Hausel, 2007). Multisensory packaging simply attracts and wins the approval
of consumers. Coffee already lends itself to a distinct sensory experience - the way it smells, the
sounds that the beans make when rolling out of the bag, and feeling of them through smooth
foiled packaging - these are all unique sensory experiences that people already associate with
coffee. By bringing these experiences to the forefront, out of the grocery store and into the real
world, consumers are more likely to create a stronger, more intimate bond with the product,
which is more likely to sustain price increase.

Sensory experience can and often does dictate product perception in terms of price and
quality. By combining luxury branding techniques mixed with intimate sensory experiences, a
new form of product can be developed. This is one that is capable of remaining in the top tier of
consumer quality while connecting on a multitude of levels.

KONA JOE COFFFEE - TOEWS

THE PROBLEM
Kona Joe Coffee has been awarded as one of the best premium quality coffees in
all of Hawaii. Unfortunately, their branding does not reflect this honor. Their brand
material is outdated, tacky, confusing, and lacks cohesiveness. They have little to
no clientele outside of Hawaii despite their award status. Their market presence is
virtually non existent due to brand inconsistency, unappealing marketing techniques.
and lack of marketing and outreach infrastructure.

THE SOLUTION
The goal is to use packaging and multisensory marketing materials to solidify
Kona Joe Coffee’s reputation as a premium grown coffee that is worthy of a highly
competitive market. Clean, minimized packaging with subtle yet engaging interactive
elements will emphasize shelf appeal. “Luxury” elements such as gold foil and soft
matte package texture, a feature proven to be associated by consumers with higher
quality products, will be implemented in order to establish Kona Joe as a luxury
brand. Experiential marketing techniques that focus on both educating the consumer
on product usage as well as engages them with the product outside of the grocery
store will increase brand awareness and begin the journey of developing meaningful,
unique relationships.

7

CREATIVE STRATEGY

TEAM GOALS

CRITICAL APPLICATIONS

Integrate Kona Joe Coffee into major specialty grocery stores like Whole Foods,
William Sonoma, and other regional specialty markets

PRODUCT: Package redesign

Change the way people see coffee as a casual on-the-go drink to a premium,
luxury good
Establish Kona Joe as a leader and innovator in the world of coffee for their
patented trellised growing technique
Educate consumers about the importance of the coffee growing process

COMMUNICATION GOALS
Communicate Kona Joe in terms of integrity by local sourcing, transparency with the coffee bean growing process
Consumers should feel responsible for promoting sustainability as well as
raising the bar in terms of coffee consumption as a gourmet experience
Authentic, handcrafted goods with integrity and unparalleled taste

VISUAL IDENTITY: Logo redesign, brand guidelines, creative platform
DIGITAL MARKETING: Website as an educational tool & e-commerce sight,
mobile app, web ads
GRAPHIC & PRINT MARKETING: Multisensory ad campaign, print ads, street
signage, educational print material
MERCHANDISE: Coffee cups, storage containers, apparel
RETAIL/VENUE: Pop-ups, interactive street/bus stop advertisements

KONA JOE COFFFEE - TOEWS

OUR VALUES
Kona Joe Coffee takes pride in our
handcrafted Hawaiian coffee that is
sourced from a family owned farm. We
support sustainability and organic
practices. We make sure to remain 100%
transparent so you can rest assured that
you are getting the highest quality coffee
on the market.

PREMIUM
T R A N S PA R E N T
ORGANIC
S U S TA I N A B I L IT Y
HANDCRAFTED

9

OUR MISSION
Our mission here at Kona Joe Coffee is to
raise the bar on the everyday coffee drinking
experience by heightening and fine tuning the
senses. Life is too short to drink coffee that is
anything but gourmet, so we set to challenge
the status quo by being innovators and
leaders in the industry while supporting and
teaching ethical, fair trade practices.

GOURMET
I N N O V AT O R S
LEADERS
ETHICAL
FAIR TRADE


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