campaign design
THE BRIEF
The brief for Bold Brew (Iced Coffee) was to design a campaign that introduces the product to market, distinguishes its art direction from Rokeby’s Protein Smoothie range and competitors, informs key drinking occasions and connects with the emotional and functional reasons people drink coffee, energising, focusing and fuelling creativity.
SERVICES
Campaign Design
Campaign Copywriting
Art Direction
RESEARCH + CONCEPT DEVELOPMENT
I analysed competitor campaigns and identified a gap for a more lifestyle-driven visual language. I classified the product's key USPs: convenience (on-the-go coffee), momentum (fueling you forward), and mental agility (enhancing focus and creativity) and identified the key drinking occasion as the morning commute.
From this understanding, I created the concept "Be Grindbreaking", positioning Bold Brew as a drink that breaks your daily grind, setting the tone for a high-achieving day. It playfully references coffee, through the use of the word 'grind'.
Establishing this concept opened up a world of visual inspiration where our commuters creatively parkoured and danced their way to their destination, physically breaking barriers and problem-solving.
