Project:
Summary:
Developed satirical coffee brand and mock social campaign for Depresso Espresso, a fictional lifestyle coffee company parodying influencer-driven “clean girl” coffee brands like Chamberlain Coffee.
The project included a full brand identity system complete with customer personas, demographic research, visual identity (logo, typefaces, and colour palette), product line concepts, and campaign mock-ups across digital and physical formats.
Roles:
Campaign Design, Marketing Strategy, Graphic Design, Copywriting
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To develop a concept coffee brand and campaign that leverages humour and self-aware irony to engage digitally native audiences and challenge the hyper-curated aesthetics of influencer coffee culture.
Aimed to build a visually cohesive, socially relevant brand that uses satire and gen z aesthetics to reframe imperfection as identity
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16 - 27
Primarily women, though inclusive of all genders who resonate with the brand’s tone.
Urban and suburban areas, with strong appeal to people from small towns with aspirations to move to a “big city”
University students, recent graduates, and young professionals.
Middle to lower-middle class, focusing on those who aspire for “social media style”, aspirational influencer lifestyle
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Packaging Design (Coffee Cups, Coffee Grounds)
Out-of-home Advertising
Instagram - 4:5, 9:16
Logo & Branding
Sponsored Social Media Posts (Instagram)
Product Integration & Print Ad
in the wild
