New design of the paper cups
Клиент
Hani cakes&coffee
Рабочая группа
Client: Hani
Art-direction: Maxim Lee
Design: Natalia Em
Artist: Vladimir Protcenko
Animation: Svetlana Lee, Alexey Los
Задача
Task:
Hani is the largest chain of coffee shops in Karaganda. In 2023, Hani company approached us with a task: to distance itself from existing competitors, as well as from large republican coffee chains entering the Karaganda market at that time, increase sales of coffee to go and emphasize the origins of the company, thereby increasing customer loyalty.
Decision:
The marketing department of the company suggested as a basis using the slogan “My city, my coffee!”
Our studio came up with and implemented the idea of making a collaboration between the Hani network and the famous Karaganda artist Vladimir Protsenko, taking as a basis for the design of cups his series of paintings with urban landscapes of historical streets of Karaganda. As a result, we made 2 series of cups: summer and winter.
Results:
The new design received a great response from customers.
In the first three months after the introduction of the new cups, takeaway coffee sales increased by 62%.
The views on Instagram of the series of videos “My city, my coffee” exceeded 260 thousand, thousands of mentions in stories marked with a new design.
According to customer feedback, the key to buying coffee from Honey is the distinctive design of the cups.
