SUMMARY
I chose this topic from observing how coffee has been a constant part of my daily routine, noticing how it connects to specific memories and experiences. Yet in NYC, I saw how chain establishments have reduced coffee to just a quick caffeine fix. Through research into coffee farming practices and interviews with diverse coffee drinkers, I identified an opportunity to reconnect people with coffee's rich cultural heritage. This project explores how thoughtful design can preserve meaningful coffee experiences while accommodating modern lifestyles and conveniences.
challenge
I identified that while many New Yorkers have deep personal and cultural connections to coffee, the rise of convenience-focused coffee chains has made the experience more transactional. Nearly half of consumers now get their coffee from drive-throughs, and a quarter rely on mobile apps. Younger generations are even trending away from coffee shops altogether. Interviews revealed that although consumers express interest in coffee education, they're deterred by time constraints. In my approach, I chose to address how we might deepen personal and cultural connections to coffee while still offering the convenience they need.
Outcome
Brew & Blend became a curated set of kits designed to create immersive coffee experiences while fostering deeper connections to coffee culture. The Explorer Kit, On-the-Go Kit, and Brew & Bond Kit cater to different personas, offering pre-portioned specialty coffee, brewing tools, and interactive elements like cultural pairings and a board game. Partnerships with small-scale farmers and local NYC coffee shops for espresso workshops and experiences ensure ethical sourcing and community engagement, addressing market gaps with convenience, education, and sustainability.
