Vietnamese Coffee Brand - COM'ON

1.  About the COM'ON Brand:

COM'ON - Fuel Your Day with Flavor is a Vietnamese coffee brand offering a variety of products such as Instant Coffee, Phin Filter Coffee, and more, with rich flavors that embody Vietnamese culture, such as Bạc Xỉu and Cà Phê Sữa. With a vibrant, dynamic, and memorable design style, Com'on aims to target young customers, especially the Gen Z generation. It seeks to redefine the coffee industry, not only with the serious brown-black color but also with a distinctive brand identity that stimulates consumer purchases.

2. Target Customers:

With the goal of using PACKAGING TO DRIVE SALES, Com'on focuses on a coffee brand model aimed at young, energetic, and creative customers. This includes the following customer groups:

Group 1:

Customers are active, youthful, outgoing individuals, particularly from the Gen Z generation.

Purchase intentions:

They enjoy coffee as a fun beverage rather than for the purpose of staying alert and focused. They prefer convenience and ease of use.

They buy because of the friendly packaging, diverse colors, and a variety of flavors to explore.

They purchase as gifts due to eye-catching "Gift Set" packaging that is both visually appealing and sophisticated.

Group 2:

Customers are creative individuals or those engaged in creative work, who appreciate aesthetics and need coffee to stay alert and focused. Age is not a determining factor, similar to Group 1.

Purchase intentions:

Customers buy because they need coffee, enjoy drinking coffee to stay alert while working, or appreciate Com'on's characteristic flavor as Vietnamese coffee that is easy to brew and use.

Customers buy because of the beautifully designed packaging, high graphic quality, and strong brand recognition, which appeals to this group's inclination to collect and study."

Note: The translation provided is a direct translation and may not capture the nuances and idiomatic expressions of the original text.

3. How to overcome with the new packaging

The diverse colors, illustrated friendly mascots accompanying the brand on each packaging, high brand recognition, as well as bright and accessible designs targeting various customer segments, help stimulate purchasing behavior.

Com'on brand designs its secondary packaging in boxes of 12 packs per flavor, making it easy for users to purchase and experience new flavors.

The packaging is unique in terms of color, mascots, and includes stickers that adhere to the brand identity, creating collectible products for interested customers.

-> This increases sales promotion and enhances brand recognition among countless competitor brands.

4. Concept

The Nostalgic Style, along with the character representing a coffee bean of Com'on.

The blue color is visually appealing to users and gives a refreshing sensation that helps customers remember the brand more. Com'on is not just a coffee brand but also a favored beverage for relaxation and entertainment.

The graphics design is simple and memorable. High brand recognition helps new customers easily familiarize themselves with the brand, and existing customers can easily remember and repurchase.

The Com'on mascot is a personified image of a coffee bean derived from the logo's accent, enhancing brand recognition, friendliness, and ease of purchasing for users.

The packaging structure is simple and uncomplicated to reduce production costs, optimize transportation and storage. All of these factors contribute to reducing the distance between the product and the brand's PACKAGING TO DRIVE SALES goal.

Repositioning the brand with the blue color, which is not the typical color associated with coffee in the industry, such as brown, black, dark red, etc., like other coffee brands in Vietnam. This shows Com'on's innovation and future orientation, as it gradually changes consumer behavior in the Vietnamese coffee market.

5. Materials:

For the secondary, tertiary packaging, and Gift Set, paper is used to save production costs, transportation, storage, and contribute to environmental protection.

1. For the primary packaging, the phin filter coffee bags use a combination of plastic and paper to ensure product preservation for a longer period, making it convenient for customers to store and use multiple times.

6. Along with the topin "PACKAGING TO DRIVE SALES"

In addition to the aforementioned aspects, COM'ON's product packaging is designed with simplicity, basic structures that facilitate easy user access, cost-saving in production and implementation, space optimization for transportation and storage, reduced product costs, and a primary focus on graphic design and brand identity. This allows customers to engage more visually and easily remember the brand for a longer time.

As a result, a relatively wide range of customers can access Com'on with low-cost, easy-to-use, and experiential products, which effectively promotes sales and achieves good results in PACKAGING TO DRIVE SALES.