Background
Kraft Foods identified a demographic gap in the market for their coffee brands, their goal was to introduce a whole new generation to their products and provide an alternative to the soft drinks brands that they gravitated towards.

Brief
Kraft wanted to develop a coffee offer that 18-24 year olds olds across Europe would specifically engage with and provide a platform for Kraft to showcase their coffee brands in a new and dynamic manner.

Solution
Our approach was to develop a new coffee offer that would ensure the brands had a meaningful engagement within university cafe environments. The cafe environments shared a common brand architecture, with a number of component sets that could adapt to ensure that each site could have a unique experience for the local audience. Thus providing the framework for facilitating a variety of interactions for the students either amongst themselves or with a wider community via social media.