Drink and Be Merry
My go-to morning beverage is a cold brew or black coffee, but I'd be lying if I said I wasn't a sucker for a seasonal drink. Many people look forward to the holiday season as it brings drinks such as peppermint and pumpkin spice back on the menu. There is a certain appeal to new or limited edition items, so cafes and coffee shops do their best to highlight those items whenever possible.
Waiting in line to order is an optimal place to advertise new items. Because of Cafe 101's quick and efficient service, customers do not have to wait in line for very long, leaving minimal time to catch their attention. Their seasonal coffee advertisements are designed to be appealing to those standing in line as well as attract new customers as they pass by.
Pumpkin Spice Latte ad available during the fall season
In Bad Taste
The previous advertisements were outdated and used dull fonts. The white cups over the white background provided little contrast, making it easy for someone to miss if they are walking past. In particular, the Pumpkin Spice Latte advertisement contained elements too specific for Halloween rather than the fall season as a whole. The arrangement of the elements also appeared disconnected from each other creating a disjointed advertisement.
Previous Pumpkin Spice Latte ad
I'll Drink to That
Because the drinks themselves did not present much variety in terms of looks, I focused on the way they are advertised in order to appeal to the customers. For each advertisement, I utilized vibrant colors and commonly recognized elements specific to each season. I also used playful slogans with decorative fonts that would spark joy in those reading the ad.
With Cafe 101 being located on a college campus, I really focused on designing for the consumer. Being of the target demographic, it was easy to determine what would be attractive to the typical coffee buyer. I enjoyed being able to design something whimsical with a lot of creative freedom. Though the ad is designed to reel people in, the quality of the coffees always bring them back for more.
Final design for Pumpkin Spice Latte ad
Final design for Peppermint White Mocha ad
Peppermint White Mocha ad available during the winter season