Diamond Coffee

Diamond Coffee is an Asian based product, which is usually aimed at the working class market. The following created this particular advert:

Executive Creative Director: Connie Lo


Creative Director: Nutchanun Chiaphanumas


Art Director: Nateepat Jaturonrasmi


Copywriter: Spring Liu/Nutchanun Chiaphanumas


Illustrator: Remix Studio Bangkok


Photographer: Nok Pipattungkul

The poster is mainly constructed around a photograph, sourced via internet, made in 2011.

The theme of this poster seems to be based on the struggles of working class life. I think the artists main intentions in the piece was to inform the public the difficulties in the daily routine rush, if possible to spare some time for the coffee, it would help you with the work load.

The messages being communicated are that Diamond Coffee is the solution to all problems, in a stressful day-to-day struggle. This is conveyed through the photograph of a lot of people on the man’s shoulders, referring to the common saying “weight on my shoulders” relating back to the main theme of stress. I believe that the intended function is to promote Diamond Coffee as a stress reliever. 

The layout of the poster has a strong influence in the marketing of the product, in how both the photograph of the man with people on his shoulders and the product in the corner with the slogan above it are separately isolated in order to relate to the audience. The background is both dull and blank to focus attention on the reference back to the man function.

The formal element of text has been used effectively, in order to create a sense of imagery for the audience to relate to, improving their marketing techniques. In terms of media and processes the poster focuses highly on photography and editing with the use of the Photo shop program. This improves the adverts effect on the audience giving them a playful visual image to relate to. This advert was most definitely made at a time where the coffee industry was being neglected and people weren’t as appreciative of the effect it had on the day-to-day performance.