DIG105A 3D Design and AnimationPart A – 3D Design Previsualisation

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Strength

In Australia, almost half the population (46%) consumes coffee and prefers this non-alcoholic beverage over tea (38%).1 The percentage of people who own coffee machines has increased from 28% in 2009 to 36% in 2013. 44% of people who work 60+ hours per week own a coffee maker at home (pod or stove-top cafetières).2

Weakness

Lots of coffee flavours are available on the market. It might be expensive to produce in large quantities.3

Opportunity

The key point of difference of this product is not only the blueberry flavour but also health benefits (i.e. antioxidants and vitamins).4 It could be sold as a premium product.

3D modelling and animation will offer a more dynamic look and feel compared to the competition.

Threat

There are many coffee companies on the market with similar products (i.e. Nestle, Lavazza, Campos).

SWOT Analysis: Coffee

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Brands Mood Board

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Figure/ground (i.e. positive and negative space) are important and exist together to create visual appeal to a brand audience. Brands such as Jeep, Coca Cola, Nespresso and Lego (page 5) use the stable figure/ground design principle where their product stands alone in the background. This is an effective strategy because the viewer’s eye is focused on the product.5

Creating one of each of the following will speed up the modelling process: Leaf, berry, branch, tree, coffee cup, grass.

Environment: Berry Farm

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Environment: Reference Images/Design Style

https://vimeo.com/68606914

Design Style Reference Images: Outside Reference Images: Inside

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Environment: Pre-visualisation Screenshots

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Name: Blue Belle

Gender: Female

Age: 25

Design style: Organic6

Target Audience: People who work long hours (blue and white collar), health conscious and into organic food, 25-50 years old, male and female.

Around 15 years ago in Australia, an organic blueberry farmer named Sam decided to grow and roast coffee beans. He worked hard to learn the process and soon came up with his first batch. He wanted everyone to experience the taste of his coffee in their own home so he started selling his coffee at the markets. He flavoured the coffee beans by extracting oils from blueberries and found this to be a perfect taste pairing.7

Character: Blue Belle

An Australian blueberry native, Blue Belle has been hanging out on the farm with her mates in the bushes for a while now. She’s eager to get picked but the farmer is nowhere to be seen. She’s starting to get anxious and thinks he has forgotten about her. She is really keen to share her antioxidants with the world.

One by one, her friends are picked and taken into the kitchen to get mixed with the coffee beans. She is getting increasingly impatient and, when the farmer doesn’t turn up, takes matters into her own hands. The antioxidants turn her into a super berry that flies out of the bush and into the coffee cup.

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Character: Sketches

Front View Side View Back View

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Character: Influences/Design Style

Design Style InfluencesNormal Blue Belle Super Blue Belle

Reference Images

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Character: Pre-visualisation Screenshots

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Storyboard

Shot: 1 Framing: EWS Shot: 2 Framing: WS Shot: 3 Framing: MS

Duration: 1 sec. Camera angle: High

Transition: Fade in from black.

Description: Overall farm environment with rows of berries, farmer’s cottage, trees, pathway.

Audio 1: Sounds of Australian birds (i.e. kookaburras) in the trees. Audio 2: Other nature sounds (i.e. trees rustling in the wind etc.)

Duration: 1 sec. Camera angle: High

Transition: Follow on from previous shot.

Description: Zooming into and focusing on the blueberry bush.

Audio: Something moving around in the bush.

Duration: 2 sec. Camera angle: Front

Description: Zooming into and focusing on the blueberry bush. Farm house and window in the background.

Audio: Something moving around in the bush.

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Storyboard

Shot: 4 Framing: MCU Shot: 5 Framing: WS Shot: 6 Framing: MS

Duration: 4 sec. Camera angle: Front

Description: Medium close-up of the character and bush environment. Slight movement of leaves. Character looking around and then up.

Audio: Nature sounds (i.e. trees rustling in the wind, birds chirping, etc.)

Duration: 3 sec. Camera angle: Low

Description: Character looking up. Camera is point-of-view of the character. It starts shaking and surges through the air like a rocket.

Audio: Rumbling sound like a rocket is about to take off. Sound of something being transformed.

Duration: 1 sec. Camera angle: Low

Description: Character flying through the air.

Audio: Wind.

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Storyboard

Shot: 7 Framing: WS Shot: 8 Framing: WS Shot: 9 Framing: MS

Duration: 1 sec. Camera angle: Profile

Description: Different angle of the character flying through the air. It’s about to enter the house through the open window.

Audio: Long woosh.

View the Storyboard Animatics video here.

Duration: 1 sec. Camera angle: High

Description: Character flies through the kitchen and about to land into the coffee cup.

Audio: Long woosh.

Duration: 3 sec. Camera angle: Front

Description: Character lands into the coffee and the splash reveals Sam’s Coffee logo. Zoom into the logo.

Audio: Liquid splash.

A splash of antioxidants in your coffee.Visit us at the markets this Sunday and try a berry delicious drink.

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Many coffee brands adopt a multiple-brand product strategy. Sam’s Coffee adopts the single-brand product strategy where one product is being advertised (i.e. coffee with blueberries).8 The logo draws upon the idea of fusing coffee and blueberry together.

Lots of coffee brands use warm colours such as reds, yellows and, in some cases, gold foils to represent the status of their product brand (i.e. Nescafe Gold Blend from Nestle). In a lot of instances, the logo is reversed out of a dark background in product advertising. Sam’s Coffee logo has a more organic, earthy and friendly feel which is different to Nespresso or Moccona brands, for example.

Logo Development

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Colour Scheme

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References

1 http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/4364.0.55.007~2011-12~Main%20Features~Non-alcoholic%20beverages~7012 http://www.roymorgan.com/findings/5470-brew-crew-australias-heaviest-coffee-drinkers-2014030603043 http://www.australianblueberries.com.au/is-good/http-www-australianblueberries-com-au-does-good-buy-australian4 http://www.madehow.com/Volume-3/Flavored-Coffee-Bean.html5 Lupton, E, & Phillips, JC 2008, Graphic Design: The New Basics, Princeton Architectural Press, New York, US.6 http://www.graphicdesign.com/article/organic-design/7 http://www.madehow.com/Volume-3/Flavored-Coffee-Bean.html8 Davis, Melissa; Baldwin, Jonathan , 2005, More Than a Name: An Introduction to Branding, AVA Publishing SA, Switzerland.