DESIGNER

Avery Wen

PROFILE/DESCRIPTION

UCC Ueshima Coffee Co., Ltd. is a Japanese coffee and tea company/manufacturer. UCC stands for Ueshima Coffee Co. It had humble beginnings as a small shop named “Ueshima Tadao Shoten” in the year 1933 and quickly became the well-known Ueshima Coffee Co. in the year 1951. UCC was the first in the world to create a canned coffee, and the brand’s “UCC Coffee With Milk” quickly gained popularity and took off once it was featured in the famous anime feature film The End of Evangelion. UCC says, “As the original Japanese coffee innovators, we focus on everything about coffee. We believe it can be a powerful force for good. With each flavourful cup, we enrich people’s lives – helping to create a better world for the people and communities we serve”. 

Target Audience: 

New York County, New York: Young to middle-aged individuals with a strong work culture and a need for an affordable and quick drink to power them through the day.

Brand Character: 

Brand Advantages: credible heritage/legacy, high bar for quality control, wide product range

Brand Attributes: high quality, authentic, reliable, consistent coffee

Brand Experience: accessible, convenient, memorable 

GOALS

With this campaign, the goal is to expose the smaller American market to the world of convenient, affordable, Japanese canned coffee, introducing a new level of quality for a low price.