As the brief states, the current UCC brand is very corporate and not approachable for normal consumers to see in shops when compared to other coffee brands.
The plan is to create a more humanised version of the UCC Identity — Yet still maintain the rigidity of the bold red colour to ensure its current recognition is still instated within its largest market (Catering). Also, the actual bags of coffee that will be on display in shops needs to comply with the above, yet be more friendly and compliment the atmosphere that a coffee shop or cafe has to offer, not to simply 'blend in', but to look like it is meant to be there and still be noticeable.
Another aspect of the issue that needs to be addressed is that the average coffee drinker that visits these cafe's and restaurants don't know that they are in fact drinking UCC coffee. So an app that is ran on a reward/points based system that will give the customer an insight into UCC, its ethics will enable consumers to be rewarded with a free drink in turn for becoming more aware of the shops that UCC is stocked and making them more willing to buy from them. Social media will also play a large part in pushing this aspect of the brand, so pages like Twitter and Facebook will need to be accounted for in the mock-up stages.
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