As a global brand, Costa Coffee currently serves 31 markets including China, UAE and the UK. As the brand continues to enjoy growth, there was a clear requirement to ensure that global partners were provided with a consistent reproduction of the brand’s iconic Costa Coffee Red in order for them to produce and deliver on-brand assets in-market. For Costa Coffee to truly own its brand colour, it must be accurately reproduced across all different touchpoints. Until now, there have been fluctuations across its estate, so there was a clear opportunity to work in partnership to address this and create a toolkit to ensure consistency.
Our strategy: definitively Costa Coffee
Having worked with Costa Coffee for four years on refining the customer experience across its UK store estate, we were asked deliver the brand’s first colour toolkit. Even though the book is intended for external suppliers, we set out to create something with real Costa Coffee personality. There are references to paint pots and brushes throughout. We also used a coffee stirrer in the paint pot as a visual pun to underline the importance of this colour to Costa Coffee
First we had to set the definitive Costa Coffee Red colour, then work with the brand’s partners to ensure it could be reproduced across each of the different substrates within a store, from exterior signage to packaging.
The biggest challenge was taking into account the different colour variances within each of the base substrates, for example a white paper vs. a brown Kraft paper, and working with each individual printer to adjust the colour breakdowns to account for these. At the same time we reduced the amount of different substrates used across the brand estate. We bought similar items, for example, tent card, menu board and promos in line with the same materials for visual consistency and print efficiency.
The book has been designed with printers and suppliers in mind. Each substrate has been included as either a page or a tile, which can be removed from the book and matched on-press to ensure the most accurate reproduction.
Each book also contains two swatch books – one on coated paper and the other uncoated – so printers can retain a physical sample for future reference.
Each of the 10 initial books was handcrafted in the UK to ensure real quality and finish. The books were such a big success that Costa Coffee have now ordered many more books to be made for global distribution.