Art Director for The Coffee Bean and Tea Leaf's Social Hour. The Coffee Bean asked me to develop a visual identity for their new rewards program that would be flexible enough to change seasonally.
TCB&TL wanted the program to be more than just a discount program. They wanted it to be elevated somehow. With the name, Social Hour, and a brand purpose of connections, I decided to center the program around people and activity. The program itself was full of BOGOs so instead of emphasizing the free drink, we pushed the idea of sharing. Visually, the program showed you how you could spend time with others by sharing a free drink at the park, save time ordering ahead so you could spend more time hang gliding, and other whimsical scenarios.
I developed moodboards and mockups for these various scenarios, centered around the idea of sharing, and developed a monochromatic palette that could be updated with each season. From there I built various assets including emails that incorporated the drinks with illustrations, in-app offers, website assets, in-store print pieces and animated videos. I then commissioned an illustrator, Xoana Herrera, to help me build a toolkit of illustrations that could be mixed and matched each season.
- Project Roles
- Art Director
- The Coffee Bean & Tea Leaf
- Art Direction, Design, Motion
- Brand Identity, Branding
- Project Industries