Our group has been busy researching, sketching and finalising our Kopi branding and visual identity. While researching Indonesian coffee, I came across this fun fact: Indonesians are known for making and drinking the most expensive coffee in the world- coffee that has been predigested by cats http://www.npr.org/blogs/thesalt/2012/09/20/161478954/heres-the-scoop-on-cat-poop-coffee.
When we first started the design process we began with researching Indonesia and coffee because we misinterpreted the brief. We thought Kopi was to have an Indonesian/Australian identity (focus being on Indonesia) to make it stand out and be different, Here is an example of one of the rough concepts we first came up with.
When we looked at the brief a bit more, we realised that the Indonesian focus would not really work with what we are trying to achieve. As well as being different, we are trying to achieve an identity that would be readily embraced by typical Australian coffee drinkers. An identity that is too culturally aligned with another country would seem a bit alien and probably make people a bit wary.
Therefore, how do we create branding and an identity that is different enough to stand out, yet familiar enough to be comfortable and welcoming?
“So there’s a paradox. Brands and products need to be different to interrupt the pattern and grab our attention. But then feel familiar, trustworthy, conventional to win our hearts. We might be intrigued by a new style of yoghurt, or chocolate. But it needs to feel like yoghurt of chocolate to enter our lives. It needs to subvert the category then feel very much a part of it. Or it needs to make up for not feeling like we expect it to feel by reassuring us with comfort cues from other things we’re familiar with.” http://www.stormbranddesign.co.uk/stormbranddesign/blog/?p=541#sthash.Im4qOZ03.dpuf
While I can appreciate how the Pugh Matrix would work in certain situations, I don’t see how it would really help with project 3.
I find that this method is a little too methodical for how I like to work with a design brief such as this one. I found the Kopi brief easier to tackle by using research and exploring different possible options as I went along to reach a final solution. If it was a design problem where there were more clearer, larger decisions to be made, I can see the value in using the Pugh Matrix.