Dealing with the impact of consumption while accepting the desire to consume.
With HCC we strived to demonstrate circularity & how a closed loop system can work - the focus was on educating new customers while also providing existing ones with a convenient way to turn their used coffee capsules into useful nutrients - compost.
We set up a convenient used capsule drop off at a local bakery in Auckland and communicated the new system through HCC’s own social channels & website. The used capsules were then composted on site in the bakery’s three commercial compost bins.
We also launched new capsule cartons and promoted the change to compostable packaging (including plant based ink) via the launch of HCC’s Discovery Box.
Discovery Box - a good looking sample pack that made for a thoughtful gift as well as a way to decide which of the five HCC blends was your jam. This helped customers feel reassured about placing reoccurring orders online, knowing that they had tried and loved a particular blend before ordering.
BRAND STRATEGY / TONE OF VOICE DEV / NEW PRODUCT CONCEPTS / CUSTOMER TOUCH POINTS / PACKAGING COPY / CONTENT
The Discovery Pack. When you want a coffee, but need some help choosing.
A selection of our finest blends.
A planet friendly solution for capsule coffee drinkers.