Toast Design – Packaging Design Specialists

Roda Marketing approached Toast Design to design a brand for the voice of celebrity radio, Ray Hadley. Being the first product Ray Hadley had put his face on, the brand had to target a specific market of coffee lovers. Beginning with the Hadley stamp of approval, we wanted to create an organic presence for the brand that would continue through to the coffee packaging creation and eventually flow onto other products. The concept design of a stamp was created and communicated the right message in the packaging designs.

What were the desired goals for Ray Hadley?
• Design a new coffee brand that was easily identifiable as Ray Hadley’s home brand.
• Target a specific market of coffee lovers and enthusiasts.
• Create an original organic look and feel in the packaging designs making it stand out from its competitors on supermarket shelves.
• New identity including Ray Hadley’s face that could be used on other new future products.

How did Toast achieve these results?
• Extensive competitor research in coffee packaging design and branding.
• Target market research, Toast identified what design elements created the most impact through interviewing a selection of coffee lovers. The results recorded were adapted into the designs.
• Product environment research. Once the design was in the final development stages, toast conducted further research into the coffee packaging environment and its competition which the product would be located on shelves with.
• By creating a Ray Hadley stamp of approval it enabled the logo to be used on future product packagings as well as give the organic presence that the client wanted.

Packaging Design - Hadley's Morning Roast Coffee