Dunkin’ Korea, in collaboration with B-R Korea Co., Ltd, has launched a new coffee blend called “Central Park,” a delicious coffee that captures the essence of an iconic location. The blend draws inspiration from the similarities between Seoul and New York’s four seasons.
Dunkin’ Korea’s aim was to bring the essence of Central Park to life. To reach this aim, a unique language of colors was used and the four seasons in Central Park were illustrated. Dunkin’ has recognized that seasonal changes act as a robust vehicle for a marketing strategy.
In designing the packaging, the focus was on the coffee drinkers, and the illustrations of the packaging attract the consumers’ attention with their interesting characters which are enjoying a day in the Central Park.
Dunkin’ Korea’s emotional marketing approach via packaging is subtle yet fascinating. The emotional appeal to cosmopolitan dreams will resonate with consumers feeling the Covid blues. The pandemic made New York unreachable for many, yet the illustrations of its seasons on this packaging are an evocative link to the iconic location.