COFFEE
CONCEPT
Coffee is the best. Waiting is the worst.
The coffee buying experience is an integral part of many people's lives. As much as I look forward to my coffee, I loathe the time spent waiting in line. I challenged myself to come up with a product or experience that would make this waiting time more pleasant for me... and more lucrative for the establishment.
I realized that one of the best parts of the coffee drinking experience is not fully utilized in the coffee selling process: the aroma. It seems so intuitive, especially given the amount of information on the subject. In fact, an entire practice of "coffee cupping" is mandatory during the acquisition of quality beans by veteran roasters. Could I discover a way to recreate that experience for the consumer?
I suggest that coffee shops showcase coffee "vessels" meant to invite patrons to discover the unique aromas among different coffee blends, aromas otherwise hidden behind vacuum sealed bags. The vessels might be subtly shaped like flowers, a natural invitation to enjoy their aroma, but could be uniquely tailored for each client's aesthetic. Truly a win-win scenario, this product would improve the customer experience and generates sales.
Educate Through Aroma
In professional coffee cupping sessions, green (raw) beans are offered alongside roasted beans and ground beans. The differences in aroma (and taste) allow professionals to determine the quality of the bean and its roast.
Reinforce The Experience
The vessel should be constructed from materials that reinforce the steps integral to the entire coffee experience. Copper finishes echo traditional roasting drums and ceramics are a clear nod to the ubiquitous coffee mug. The design of these vessels should complement or mirror product offerings such as cups and grinders.