What: Art Direction
For: My own portfolio/Study Project for Berghs
My role: Art Direction
Other contributors: Google images and midjourney
If you can convice a skåning…
At Löfbergs Lila, we believe that people belong together.
Coffee is our way of connecting them, one Fika at a time.
As our world becomes increasingly divided, our mission is to build bridges between coffee farmers, from the farthest corners of the world, to the Scandinavian coffee consumer. Sweden has been our home for over 100 years, and our aim is to become the coffee of choice from Kiruna to Ystad.
If bringing people together through coffee is truely or mission, we must ask ourselves, would a Skåning drink Löfbergs Lila?
The answer, unfortunately, is “probably not.”
So, in our effort to make Löfbergs Lila the coffee of choice for every Swede’s morning cup, we’re off to win the heart of every Scandinavian, one fika at a time.
Ideas
+ It was all purple
+ More bean for your buck
+ Cadbury & Löfbergs
+ Every company has an app
+ Löfbergs is for (coffee) lovers
+ Sponsored by Löfbergs
+ Rewards & promos
It was all purple
Targets: Loyal consumers / brand recognition
What: A long-form commercial that serves as a cinematic love-letter to Sweden.
Views of Sweden’s most memorable sights, digitally altered to Löfbergs purple, or lit up with Löfbergs purple. Examples: Northern Lights lit up in Löfbergs Lila over Kebnekaise, Öresunds bridge lit up in Löfbergs Lila, Globen lit up with Löfbergs Lila etc…
The film clips are interspersed with people enjoying Löfbergs Coffee in front of these places. An instrumental and acoustic version of Coldplay’s Yellow is played underneath.
Why: Showing that Löfbergs loves Värmland, but they also love the rest of Sweden.
More bean for your buck
Targets: Out of home (Commercial consumers) / Conscientious consumers
What: Intensive market research and focus group testing. Very dry and statistical showing that there is a lot to gain by selling Löfbergs. Find out what systems the sellers are using and invest in trying to be the best/easiest to use on those systems.
Can we do more with Martin & Servera? How can we improve shipping and delivery? What would make the product easier to order? Can we provide better marketing materials to talk about our green initiatives? Prove that the average consumer will like Löfbergs Mellan the best based on blind taste tests. If they don’t choose Löfbergs, find out why and make the necessary changes.
Why: Speak the language of the commercial consumer.
Cadbury X Löfbergs Lila
Targets: Out of home (Commercial consumers) / Direct to consumer
What: Collaboration of two iconic brands that pair well together and have purple in common. This could be a line of limited-edition products including:
– Iced Mochas from Löfbergs Lila with Cadburry Chocolate.
– Cadburry chocolate covered espresso beans from Löfbergs.
– Mocha syrup for coffee that can be sold for at home use or out of home.
Why: Gain access to a broader audience and increase brand awareness.
In the digital space
Targets: Discretionary spending consumers / Discount consumers / Spontaneous consumers / Loyal consumers / Open consumers / Seasonal consumers / Extroverted consumers
What: A user-friendly app to lower the threshold between the roastery and the consumer:
App #1: Löfbergs is for (coffee) lovers
Targets: Discretionary spending consumers / Loyal consumers / Open consumers / Seasonal consumers / Extroverted consumers
What: A brewers guide on the Löfbergs app based on home-set up and interest level. This will have timers and calculators standard to most brewing apps.
Why: While this might not have a large base, it would be a chance for Löfbergs to highlight their farmer selection (Era of We), the roastery and the coffee bar. It is also a great way to gain clout among coffee nerds and poise themselves as the best option after micro-roasters. The goal is not to compete with Johan & Nyström but to be the next best thing.
App #2: Sponsored_by_Löfbergs
Targets: Discretionary spending consumers / Discount consumers / Spontaneous consumers /
Loyal consumers / Open consumers / Seasonal consumers / Extroverted consumers
What: An online application to receive Löfbergs coffee to your local club (sports, choir, language cafes, sewing groups, AA-meetings etc) for a certain amount of time. Approval based on certain criteria for community building and community good.
Why: Löfbergs says that their mission is to bring people together. Most of these groups won’t drink more than a few packages a week, but this will meet a consumer base that might be hard to reach and hard to convince. These groups will associate Löfbergs with the positive experiences of being in community and create sensory memories connected to Löfbergs. Also, great PR.
App # 3: Rewards and promotions
Targets: Discount consumers / Spontaneous consumers / Loyal consumers / Open consumers / Seasonal consumers
What:
– Reward programs similar to the Libero programs where you scan a code on each package to earn discounts.
– Certain weeks where you can get 50% off of a package of Löfbergs when you buy a full-price package of a competing brand.
Why: Most people who are loyal to another brand will transfer their loyalty if they think that they can get a better deal.