Coffee, as one of the drinks often used in western daily life, has been recognized as one of the three major drinks in the world after the discovery of coffee fruit in Ethiopia in the 6th and 7th centuries AD, after thousands of years of planting and processing technology evolution. The variety of its flavor and rigorous baking technology is sought after by many enthusiasts, and slowly spread in the country. In this context, PURELY wants to enter the coffee industry, but how to break the situation is the first major difficulty in front of us.
After receiving such a demand, we have actively learned more about the coffee industry from the aspects of coffee development and culture, coffee classification and manufacturing process, coffee periphery, coffee brand, etc., tasting different flavors of coffee and trying to communicate with fever-grade hobbies to understand their experience. It is said that if you want to get it, you must approach it in an all-round way. Through our insight into the coffee market for a period of time, we found that coffee seems to be a common drink, but the information behind it is very rich: functional characteristics, habit characteristics, social characteristics, etc., have formed cultural characteristics.
After communication with the upper innovation and PURELY team, it was finally decided to temporarily give up entering the market of bone-level professional users. And then choose to enter the instant coffee appliance market to cultivate. After analyzing the market capacity and opportunities of the project according to the determined direction and innovation, it is positioned as a capsule coffee appliance product and has made the following plans:
1. instant coffee classification (positioning capsule coffee)
2. Capsule coffee positioning
3. Analysis of the principle of capsule coffee
4. Capsule coffee brand and classification characteristics
Based on the precise definition of capsule coffee, through the accurate summary and analysis of the sales volume of existing brands in the market, combined with the corresponding user portrait and scene analysis, the functional characteristics with the greatest stickiness to the target group are determined. After a comprehensive study of the crowd's favorite atmosphere and coffee utensil style, the prototype of this portable translucent coffee cup was determined.
This is a full-chain commercial product design case, from market positioning, user portrait to product prototype, appearance design, structural design. Through the industry enthusiasts-style experience, got a satisfactory product case.
Experience: If you want to make a good product, you must first have the enthusiasm of enthusiasts.

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