Where the project started
The Daily Cup campaign focused on an iced coconut water Americano. The creative needed to make an unfamiliar ingredient combination feel clear and inviting at the point of order.
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Case study / Cafe campaign
The Daily Cup
The Daily Cup campaign focused on an iced coconut water Americano. The creative needed to make an unfamiliar ingredient combination feel clear and inviting at the point of order.
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BACKGROUND✦CHALLENGE✦STRATEGY✦DECISIONS✦DELIVERABLES✦
Project background / documented brief
The brief behind
the work.
What the identity needed to solve
Complex ingredient combinations created hesitation at the point of order.
Strategy + creative decisions
One idea.
Every decision.
Lead with the product itself, then use the visual and naming hierarchy to explain what customers were seeing. The system was designed to make discovery feel sensory without making the order feel complicated.
Product-first imagery
The drink remains the focal point so the campaign is understood before it is explained.
Expressive typography
The type treatment adds energy while keeping the product name prominent.
Ingredient-led naming
Clear naming reduces uncertainty around the combination at the point of order.
Services + deliverables
What Process
delivered.
- Campaign creative direction
- Campaign design
- Product naming hierarchy
- Product-led campaign direction
- Campaign key visual
- Expressive typography treatment
- Ingredient-led naming structure
Visual example / available portfolio asset
The work,
shown whole.
Every available visual is displayed at its natural proportion so important content remains visible.
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