A winter campaign that reached cafés from Los Angeles to Kuwait to Malaysia
There’s nothing quite like that first coffee together. This was the beginning of our partnership with The Coffee Bean & Tea Leaf, a Singapore-based global brand. We were brought on to evolve how they created their go-to-market campaigns. At the time, a new brand identity was in progress but not finalized. We started creating content for a seasonal launch within the existing brand system while beginning to push it forward.
We needed to produce a new campaign within their current brand system, while using our expertise and creative judgement to find opportunities to refine and elevate their look and feel. These subtleties and nuances of evolving design and messaging are what we live for.
We looked at their toolkit from every angle and gave it clearer structure and usability for the local markets. On a more tactical level, we upleveled how the marketing assets were created, organized, and delivered.
We introduced a more elevated and modern visual approach. We refined photography and styling to feel more current, balancing familiarity with progress.
We used existing brand assets, including typography and core elements. We respected current guidelines that could not be changed and focused on subtle improvements in composition, styling, and tone.
The photoshoot was in Seattle. The client was in Singapore. We made it work perfectly. The on-set team included a photographer, a food stylist and assistant, an art director, and a creative director. The production output included beverage photography (knockouts and styled sets), key visuals and background plates, motion assets, and an initial campaign content library.
We improved their existing system instead of replacing it, which helped local markets feel more confident launching the campaigns. We introduced a more modern direction without disrupting the brand, operating with high trust and minimal oversight to set the foundation for more memorable work in future campaigns.