CostaX

Giv­ing Cos­ta Express the X factor

  • Brand Strategy
  • Proposition
  • Naming
  • Visual identity
  • Verbal identity
  • Brand guidelines
  • Brand film
  • Brand launch

Cos­ta Express had evolved, but the brand hadn’t.

The busi­ness had moved beyond a sin­gle machine into new sec­tors, solu­tions, and audi­ences. But the brand was still defined by hardware.

Growth was being lim­it­ed by how it was understood.

The shift we made was from prod­uct to platform.

The real val­ue wasn’t the machine. It was the intel­li­gence behind it. We repo­si­tioned Cos­ta Express as a scal­able, insight-led plat­form. Cre­at­ing a uni­fied offer, clear­er val­ue, and a brand built for growth.

COS­TA X

We evolved Cos­ta Express into Cos­ta X – retain­ing recog­ni­tion while sig­nalling a step-change in ambition.

A name built to house a broad­er, more scal­able offer.

A DIS­TINC­TIVE VISU­AL SIGNATURE

We cre­at­ed a bold visu­al lan­guage that sig­nals a shift from tra­di­tion­al cof­fee to intel­li­gent, tech-enabled service.

Flu­id forms ref­er­ence coffee’s sen­so­ry qual­i­ties, while a high-con­trast palette intro­duces a sharp­er, more tech­no­log­i­cal edge.

The result is a mod­ern, dis­tinc­tive iden­ti­ty that posi­tions CostaX as a plat­form built for scale – not just anoth­er cof­fee brand.

“Work­ing with ODA unlocked a lev­el of clar­i­ty and ambi­tion we didn’t know we were miss­ing. They helped us reframe our entire offer and opened up oppor­tu­ni­ties we sim­ply couldn’t see before.”

James Rawlinson, Marketing Director, CostaX

CRAFT x TECH

We built a brand that bal­ances cof­fee craft with tech­no­log­i­cal intelligence.

Warmth in the prod­uct.
Pre­ci­sion in the system.

FROM PROD­UCT LAN­GUAGE TO PER­FOR­MANCE LANGUAGE

We shift­ed from talk­ing about machines to talk­ing about out­comes – reli­a­bil­i­ty, intel­li­gence, and scale.

BUILT AS A SYS­TEM NOT A PROD­UCT

We cre­at­ed a con­nect­ed ecosys­tem of prod­ucts, ser­vices, and data – cen­tred around CostaX Cloud.

Turn­ing insight into a vis­i­ble, valu­able part of the offer.

FROM PROD­UCT TO PROPO­SI­TION
 

We built clear, dis­tinct propo­si­tions for each prod­uct that were ground­ed in real cus­tomer needs and audi­ence insight.

The mes­sag­ing stays true to the CostaX brand, while flex­ing to speak direct­ly to dif­fer­ent sec­tors and use cases.

Each prod­uct sits with­in a coher­ent sys­tem, and part of the wider plat­form, but is strong enough to stand on its own.

BUILT FOR LAUNCH
 

We designed and pro­duced the tools, con­tent, and envi­ron­ments need­ed for glob­al teams to launch CostaX con­sis­tent­ly and at scale.

  • Repositioned Costa Express as a scalable, platform-based business

  • Created a clearer, more commercially compelling offer

  • Enabled expansion into new sectors and audiences

  • Aligned teams around a more ambitious, future-facing vision

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