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Olympic Coins
The London 2012 Olympic and Paralympic games will give rise to a great opportunity for The Royal Mint to introduce a collection of 29 commemorative coins that could for the first time in a generation, have widespread general public appeal and enable a large increase in retail distribution. It is a chance to recruit a new generation of customers.
A nationwide competition had been run for the general public to submit designs for each of the 29 coins covering all 26 disciplines. It was achieving great PR.
Project Scope
Brand positioning, packaging, display units and collection albums.
Main Questions
- Who were going to be the main purchasers?
- What were the most fundamental messages, and the hook to be communicated?
- How to make it easy to find an individual coin amongst 29 on display and encourage collecting of the entire range?
- How to get a brand with heritage like The Royal Mint to work with the contemporary London 2012 identity?
