In September 2020 as part of a small team I managed a project to redesign coffee packaging for the Coffee By Tate Brand in collaboration with Tate Collective in the form of an Open Call.
A key component in the success of this project was to engage Tate’s incredible audience with an Open Call opportunity rather than a traditional route of commissioning a hand-picked artist.
Furthermore rather than selecting one winning artists we wanted to give multiple opportunities so decided there would be four winning artists, one for each product line.
To ensure all the winning works had a shared context the brief to inspire their work requested they respond to the main values of Coffee by Tate: quality, community and gender equality.
Each of the winning artists received £750 for their work.
Work was submitted online and promoted through two highly successful Instagram giveaway competitions on the @tatecollective and @coffeebytate feeds, generating over 400 entries and further social media engagement through a spike in follows, tags and mentions.
The update of design provided many opportunities to discuss Coffee by Tate’s work with visitors to the gallery and the vibrancy of the work helped achieve more than a 100% increase in retail coffee sales with all profits returned back to the gallery to support its artistic aims and keep the gallery free to all.