A new personalized bottled coffee service to build a branded experience

Challenges:

Suntory Beverage & Food International, Inc. was exploring new possibilities for the coffee business outside of its existing sales channels. With the aim of creating a new coffee style, they were offering a bottled coffee service called "TOUCH-AND-GO COFFEE Produced by BOSS," where customers could freely customize the taste and packaging, at a store in Nihonbashi, Tokyo.

Although the service became a hot topic, especially on social media, and was well-received with frequent sell-outs, the user demographic was significantly different from the office workers initially targeted. Seeing customers enjoying "oshi bottles" by customizing labels with the names of their favorite artists and celebrities, Suntory considered renewing the service to match the expressions desired by users.

Solutions:

Monstarlab and Skylight Consulting collaborated to analyze the insights that Suntory had gained from their existing service and identify areas for improvement in the service specifications. They extracted brand values and translated them into design concepts, including key messages.

For the development of the order website, we adopted a UI design that was mindful of smartphone usage. We built a system that displays the user-customized bottle design as a QR code, which, when scanned by the store's smartphone, automatically prints the label. At the same time, we incorporated a feature that assigns a recognition number to each label, allowing the store to track the history.