By looking at the target audience of home makers aged 22-30 it was key to get them to relate to the product somehow. Early morning starts is something that young professionals are still getting used to, this was what I wanted to initially get, something that can generally be recognised as a universal emotion.
I recognised that each of the colours could be linked to a different type of stereotype. Each colour relating to different 'getting up' times. Visually I saw this as something that could become a larger campaign. I was struggling with large ideas so this is why I was trying to get basic visualisations of each concept down, from which I could expand on.
I started to think about strap lines for the campaign, 'your perfect start' was something I wanted to draw on from. By using 'your' I think it starts to bring the audience in. I next wanted to explore different visuals so looked for inspiring images of the morning/beginning of the day.
By using images that I'd found on pinterest I thought it might allow for a more 'artistic' image and perhaps ensure a consistency within the images..
I tried to put my own emotion within it, trying to consider what inspires me to want a coffee..and for me its the image or thought of a coffee.
So I looked further for self-take images of coffee...
These images for me are much more inspiring than flat vectors that seem really unrelated to the product.
So I started thinking about using the potential strap line 'your perfect start'. I think this has more chance of working more successfully than other options such as 'your perfect start', 'your perfect morning' or 'your perfect wake up' as it doesnt relate to specific mornings and the word 'start' communicates that the day doesnt start till you've had your coffee.
I quickly wanted to start playing with trying to present the images with the strap line.
I wanted to reinforce the use of the circles, as their machines are circular and the pods are too, it seemed like a strong shape to use.
With regards to shapes and colours, I also considered using the machine shapes as a cut out of the poster...
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