The course

As part of my homologation at TU, I took part in a Bachelor elective called ‘Introduction to Business Design’. The objective of the course was to familiarize the students with the business factors that have to be considered before, during and after the design process. 

This included steps such as marketing, branding or writing a patent.

Being supplied with the name of a company, we had to come up with a concept to promote their brand. Our group got the task to improve the brand image of the coffee brand Douwe Egberts. To come up with a concept, it was necessary to research the brand and competition, identify weak points of the current marketing or find an audience that is not targeted by the brand. 

The outcome was a cold drip coffee machine to attract younger consumers to the brand. Cold drip coffee is a traditional way of preparing coffee that has been widely forgotten. By designing a statement machine to prepare this kind of coffee the shops can attract attention and interest a new market in the brand.

After developing the initial concept, the group had to file a design and a logo patent and develop a financial plan.