TWELVE has developed a multichannel campaign for Nescafé Azera, with a range of iconic and desirable limited edition tins, created in collaboration with emerging design talent from the University for the Creative Arts. The campaign marks the third consecutive year that Nescafé Azera and TWELVE have worked with UCA students, following the success of the brand's previous "Azera by Design" campaigns.
TWELVE developed the campaign to highlight the brand's design credentials by bringing to life its support of promising young creative talent. Second year BA (Hons) Graphic Design students were briefed to create a set of collectable coffee tins to feature on four Nescafé Azera variants. Students were briefed to create packaging designs that are inspired by the coffee-drinking occasion and evoke positivity.
The project, which formed part of the students' October curriculum, kicked off with an initial briefing led by TWELVE and Nestlé. Students had to present their ideas back to TWELVE and Nestlé throughout the design process to help guide them on their creative direction. The shortlist of designs was selected by TWELVE and Nestlé before a final nine designs were selected as the winners. As part of the project TWELVE has offered two of the winning students placement opportunities at the agency over the summer to encourage their growth as designers and provide agency experience.
"A live brief with a real client is something that all design students crave," commented Derek Bain, creative director at TWELVE. "It was a pleasure to work with such a talented group of designers who have produced such staggering work. By creating fresh limited-edition packaging year on year, Nescafé Azera has stayed relevant to its audience and made it the brand that its peers look to for inspiration."