Costa Coffee

As the UK’s biggest cof­fee chain, Costa was everywhere, but losing it’s edge. It had scale and recog­ni­tion. But it was becom­ing gener­ic, transaction­al, and dis­con­nect­ed from cof­fee cul­ture. The chal­lenge was to restore rel­e­vance and rebuild value. Cos­ta need­ed to move from a ubiq­ui­tous chain to a brand peo­ple active­ly choose.

ODA (Our Design Agency) repo­si­tioned Cos­ta around craft and cred­i­bil­i­ty, re-estab­lish­ing it as a des­ti­na­tion for cof­fee lovers – not just con­ve­nience. Their idea: The orig­i­nal Lon­don artisan. They reframed Cos­ta around its her­itage and exper­tise – giv­ing it a more distinc­tive, own­able point of view.