The idea of having a loyalty card was experimented with - a map was drawn from all the points where the coffee is grown, then every time you buy a coffee a point is marked off, eventually completing the map. When the map is completed the buyer can be entered into a competition to win a tour of one of the coffee farms. This strengthens the concept of connecting the coffee to where it comes from.
After talking a crit it became apparent that loyalty cards are not part of the re-brand, as this is more the coffee shops responsibility. By re reading the brief again it has become clear that the re brand is purely to make the packaging stand out and sit proud on coffee shops shelves and surfaces, as well as promoting the brand through table talkers, posters and info booklets.
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