Holmes & Marchant has created new packaging design for Dutch coffee roaster Douwe Egberts’s range of flavored instant coffee, called ‘The Flavour Collective’ that targets women.

Douwe Egberts gave a brief to Holmes & Marchant to create an identity and packaging design which would drive emotion and ownability within the company's brand.

Holmes & Marchant managing partner Greg Vallance said the design needed to have stand-out on shelf, differentiating the new sub-brand from the current Douwe Egberts Instants products.

"We have moved away from original golds and browns and introduced a splash of colour with fonts we think reflect the premium nature of the product and contemporary, social personality of this demographic," Vallance added.

The new range of three flavored coffees including caramel, hazelnut and vanilla hit shelves in August 2012 in selected Sainsbury's stores.