Canned Coffee, Brewed Different.

Boss Coffee

Social Campaign

My role:

Creative Direction
Concept development
Art Direction
Design
Production
Casting
Photo Art Direction

Agency:

Firstborn —2019

As Millennials continue to value convenience, food, and beverage companies have reacted by introducing new ready-to-drink product offerings to the marketplace. Suntory International’s BOSS canned coffee products have long been a leader in Japan—but the company needed to pivot the brand to resonate with new consumers in its U.S. launch. So Suntory tasked Firstborn to evolve its brand identity for the U.S. market and build a social campaign to raise brand recognition, generate excitement, and ultimately drive consumers to purchase.

We first armed BOSS with an updated brand identity that would resonate with its new audience. BOSS Coffee is one of the first Flash Brewed coffee brands to hit American shelves, so we wanted to embrace our difference and use it to stand out among the rest. The new “We’re Brewed Different” positioning introduces consumers to this differentiated brewing process. We also developed brand positioning, pillars, and tone of voice guidelines to inform how the brand engages with consumers across every channel. In addition, we delivered a new visual identity system that included updated typography and color palettes, as well as custom lifestyle and product photography.

We developed a new brand identity and launch strategy introducing Boss Coffee to the U.S. market. 

Chief Creative Officer: Dave Snyder
Associate Creative Director: Jess Tainsh
Producer: Leah Rohner
Designer: Emma Tak
Copywriter: Lily Stockton