McCafé Brand Revamp
2020 / McCafé HK
Identity / Creative Concept / Art Direction / Illustration
Challenge
McCafé, in the market share, is not the competitor with top-tier coffee chain stores like Starbucks & Pacific Coffee, but a more convenient option, 711 Café.
Compared with McCafé, 711 is relatively more convenient, and offers a more affordable breakfast combo that suits HKers’ taste like Siu Mai with coffee. Consumers will not think of McCafé as their first choice of coffee during breakfast.
Solution
Differentiate McCafé with the counterparts by stressing these USPs
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Compared with top-tier competitors Starbucks & Pacific Coffee
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Serve sustainable beans at the same price
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Majority of McCafé customers is from the coffee upgrade when purchasing main store breakfast
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McCafé is certificated to provide the longest training duration for barista & with the 5-star scheme over the competitors.
Idea
With the upgrade of Rainforest Alliance Certified (RFA) coffee beans
Great To The People, To The Community
愛咖啡 愛地球
Visual Identity Revamp
TVC
Social Educational Video
Credits
Agency
DDB Group HK
Creative Director
Iker Lin
Associate Creative Director
Roden Chau
Art Director
Venus Li / Ellen Wong / Charmaine Wong
Copywriter
Chiu Chan
In-house Photographer
Anthony Fan
Director
James Ding
In-house Video Production
Ben Yeung / Kinson Ki