Waking up a ubiquitous brand in decline
- Brand Strategy
- Visual & Verbal identity
- Store design
- Brand launch
We gave Costa Coffee back its oomph. By boosting its coffee credentials, we made it the destination for coffee lovers the world over. Brand value was instrumental to the landmark acquisition by Coca-Cola for £3.9 billion.
We retold their story as ‘the original London artisan’, built a distinctive new store that was replicated at scale, and created a bold new identity that combined craft, heritage and Costa’s very own red.
Points of frustration on the customer journey were transformed, like turning the notorious coffee collection point into the Brew Bar where people could explore new coffees. Our ‘unchain the chain’ approach was actioned across every touchpoint – from new uniforms to bespoke art to inspiring baristas with the tools to deliver their know-how. This thinking sparked a culture change across the entire organisation.
Stripped back the three-bean-icon and introduced heritage elements from the very first Costa Coffee identity to amplify quality.
‘COFFEE’ IS BACK
Putting ‘coffee’ back in the Costa Coffee wordmark to up the brand’s credentials.
ICONIC ‘COSTA COFFEE’ RED
Cadbury have purple. Heinz have turquoise. We defined a globally recognised Pantone, and gave red an active role in the customer experience.
THE STORY BEHIND EVERY CUP
Showcasing the ‘London born and blended’ story with hero wall art.
ODA always go beyond the brief. All the key recommendations they made on our customer experience are now in the blueprint for our global store design.
Deb Caldow, Global Head of Coffee Innovation, Costa Coffee
Storytelling and bespoke art replaced corporate-looking design elements.
BARISTA’S BECOME CRAFTSMEN
With new uniforms and lowering the counter to hero them at work.
CRAFTED BRAND EXPERIENCE
Using textures and sustainable materials just like independents.
WELCOME TO THE BREW BAR
Introduced a destination for coffee lovers to discover and trial.
HANDMADE GLOBAL GUIDELINES
Over 200 colour toolkits sent to all print suppliers for greater consistency.
Following this work the sale to Coca-Cola valued the brand at £3.9 billion
Flagship stores saw double digit uplift in sales
Drove a KPI of 3 in 10 drinks sold as speciality coffee
Improved satisfaction within three months NPS scored 45