The Geek Kit

——— PROJECT OVERVIEW

With the goals to promote the Stone Creek Coffee brand mantra: “Never Stop Learning", strengthen the customers' loyalty and relationship, as well as connect the coffee-curious, the idea of the Geek Kit was born.

A tour to the Stone Creek Coffee Factory location in Milwaukee, WI was set up to get better understanding of the brand history and identity as well as the project scope and vision. Consumer research and surveys are then conducted, mainly targeting Stone Creek Coffee customers and coffee consumers, to explore possible visual and product solutions. Several product teams are formed after the idea proposals session.

After engaging in several discussions, The Geek Kit team started to plan out project approach and strategy as well as assign specific roles to each team members, based on their strength and skills. The team worked together to design and refine the product after each feedback sessions accordingly. Final presentation was held at the Stone Creek Coffee Factory with the presence of the co-owners.

The Geek Kit was a collaboration project with other designers - Kirsten Gamma and Kaylee Binninger. The project partnership was organized by professor Julie VonDerVellen.

Timeline: September 2018 - November 2018

My Role(s): Lead Designer, Project Manager, Production Artist

Credit(s): Kaylee Binninger, Kirsten Gama

——— THE CHALLENGE

How might we create:

Encourage a sense of discovery and promote the mantra “Never Stop Learning.”
Create an emotional and intellectual connection which will inspire the customer to return (improve customer’s experience, relationship and royalty with the brand).
Inspire and educate our audiences about the Coffee Geek and the brand culture.

——— The Proposed Solutions

Introduce and connect Stone Creek brand and Geek culture with fun and brief information that is easy to remember.
Get the customers more involved in the process of learning - interact with knowledge through their senses.
Have them apply the knowledge they acquire - make learning more practical and engaging.
Attract the audiences with common geek subjects.
PROPOSED PRODUCT: THE GEEK KIT

WHAT, HOW & WHY

The Geek Kit is a seasonal gift packaging system dedicates to the Coffee Geeks, those who are open to learn about Geek culture and those who never stop learning.
Each season, the customers will be surprised with new and fun components that they can interact and explore using their senses.
Everyone likes surprise and that feeling of receiving and opening a package to see what great finds are stored in for them, especially when it dedicates to their hobby or fandom. Moreover, they get to pay less for a collection of things that’s worth more when being paid separately.

DISPLAY & SUBSTAINABILITY

The Kit would be seen on its own “pop-up” display shelf by the front counter where the customers can purchase.

The Kit would be introduced on social media pages such as Instagram and Facebook before it is launched to bring awareness to the customers; it will also be introduced in Stone Creeks monthly class, on in-store promoting posters, and will be sold in all Stone Creek Coffee locations and online store.

As a seasonal gift box, the Geek Kit with its theme, aesthetic and components will be refreshed each season. This maintain the curiosity and surprise of the customers as they will be excited for what comes next.