COSTA COFFEE

Campaign concept
M&C Saatchi Open House

Worked as an Art Director, alongside a designer, project managers, researchers, and strategists to develop the campaign concept – runner up, M&C Saatchi Open House pitch 2021.

Costa wanted to incentivise customers to try alternative kinds of milk and encourage sustainable behaviours, so we focused on highlighting the unique tastes and benefits of Coconut, Oat, Almond and Soya milk.

Each milk was given a different personality through colour, a unique typographical loyalty card style stamp, and a playful hand-drawn illustration style with the re-usable Costa cup as the centrepiece, and this proposition: Your default choice is good, but we have an even better-tasting alternative…The New Natural.

Concept development

An idea was to give each alternative milk a personality based on it’s benefits, i.e. Coconut being exotic, Soya increasing strength

Re-usable Costa cup surrounded by ingredients of each milk

Hero images

Each alternative milk was visually represented by a re-usable Costa cup surrounded by the corresponding ingredients, a unique colour and a custom hand-lettered stamp for all flavours to give each a distinctive look.