Approach
We began by immersing ourselves in the client’s previous research before conducting a secondary trend scan and category audit to see where the future of the ready-to-drink and coffee concentrate categories were headed. Through our work, we uncovered several white spaces based on current tensions that exist for our young coffee aficionados to ideate against.
The project culminated in a half-day virtual workshop where we generated hundreds of concepts, prioritizing and refining them in partnership with the team to end with eight testable concepts.
