Competition in the British coffee market was becoming increasingly fierce, with a number of new artisan shops jostling alongside the more established high street players. Food was a key battle ground and Costa identified an opportunity to develop a food focused concept to help the brand expand beyond beyond its coffee focus by offering freshly-baked handcrafted food.
We were asked to translate the nation’s favourite coffee brand into a food focused proposition with real standout.
OUR STRATEGY: BARISTA MEETS BAKER
We needed to find a proposition and approach that was anchored in recognisable Costa DNA, but different enough to inspire reappraisal. The promise was: Handcrafted Food, Irresistible Coffee. The Costa barista is a key part of brand’s DNA and carrying Costa’s personality and quality cues, so we built from this, introducing another character, a baker, into the mix.
Our proposition: “The Barista, The Baker, The Happiness Maker Est London 1971” is firmly rooted in the warmth and heritage of the Costa brand, while also introducing an identity the food and bakery.
We expressed this balance with a tone of voice that is consistent with core brand (makes your smile) and talked about our history and our credentials/ love for handcraft and quality.
MAKING IT WORK IN THE REAL WORLD: 3 GUIDING PRINCIPLES
1. Brand anchors and fresh visuals – brand’s well-known burgundy colour as a coffee anchor, and the subtle use of Costa’s iconic wave pattern provided brand cohesion that allowed us to introduce new elements, the fresh teal colour, font, and rustic photography style, to build the food credentials of the sub-brand proposition.
2. Convey craft – we introduced handwritten typeface suggestive of the laid back style of the food and used real textured boards as vehicles for in-store signage. Master Baker and Barista Maestro uniforms that position staff as craftsmen dedicated to delivering the most irresistible coffee and handcrafted food.
3. A real point of view on food – we created a manifesto, and messaging pillars to deliver a real point of view on food that was credible for Costa and delivered quality messages with the brand’s trademark fun and warmth. We named the signature Italian flatbread, The Rustico, and signed off with a fun line to deliver the benefit, “enjoy the flatter ciabatta.”
WHAT WE DID
In-store communications and look and feel
Brand identity, packaging and wall art
Tone of voice and copywriting
Brand film and digital menu boards