The ‘Coffee Beer’ Raises Funds for Disaster Relief in Japan
Laura McQuarrie — September 1, 2013 — Marketing
References: nendo.jp & designtaxi
Recently, Sekinoichi created a ‘Coffee Beer’ to raise funds to help Japan rebuild itself after the 2011 earthquake and tsunami, and the renowned Japanese design company Nendo designed its packaging.
Both companies were devastated by the natural disasters and to keep costs low, Nendo used Sekinoichi’s existing bottles and applied printed golden coffee bean labels to them. Each bottle is unique and applying the labels by hand is a time-consuming process, but the goal of this project is to infuse each bottle with the “makers’ thoughts and feelings.”
The ‘Coffee Beer’ is described as “a beer with a rich, deep taste, due to the coffee beans added during the brewing process.” For coffee lovers and beer drinkers, this drink kills two birds with one stone, and helps Japan rebuild.
Both companies were devastated by the natural disasters and to keep costs low, Nendo used Sekinoichi’s existing bottles and applied printed golden coffee bean labels to them. Each bottle is unique and applying the labels by hand is a time-consuming process, but the goal of this project is to infuse each bottle with the “makers’ thoughts and feelings.”
The ‘Coffee Beer’ is described as “a beer with a rich, deep taste, due to the coffee beans added during the brewing process.” For coffee lovers and beer drinkers, this drink kills two birds with one stone, and helps Japan rebuild.
Trend Themes
1. Dual-use Packaging - Companies can create more efficient and sustainable packaging by combining multiple functions in one design, like Sekinoichi and Nendo did with their ‘Coffee Beer’ packaging.
2. Philanthropic Products - Offering products that support a good cause can not only raise funds and awareness, but also create a strong brand image, like the ‘Coffee Beer’ did for disaster relief in Japan.
3. Handcrafted Labeling - Applying unique and artisanal labeling to products by hand can add value and appeal to customers, like the printed golden coffee bean labels on Sekinoichi’s ‘Coffee Beer’ bottles.
Industry Implications
1. Beverage Manufacturing - Companies in the beverage industry can innovate their packaging and product offerings to stand out in a competitive market and support a good cause, like Sekinoichi and Nendo did with their ‘Coffee Beer’.
2. Nonprofit Organizations - Nonprofits looking to raise funds can partner with companies to develop products that support a cause and create a win-win situation, like the ‘Coffee Beer’ did for disaster relief in Japan.
3. Artisanal Labeling - Companies in various industries can differentiate their products by offering unique and handcrafted labeling, like the printed golden coffee bean labels on Sekinoichi’s ‘Coffee Beer’ bottles.
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