Los Angeles, CA
VISIONING, BRANDING AND DESIGN CONCEPT
As part of an international launch of its new Far Coast brand, the Coca-Cola Company recently opened the doors of four concept cafés offering tea, coffee, and infusions – brewed fresh by the cup. Located in Toronto, Canada; Singapore; Oslo, Norway; and Atlanta, Georgia, these hubs showcase the brand and introduce consumers to a world of experiences – adventures by the cup. Through a diverse product offering, Far Coast seeks to celebrate the authentic flavors, cultures, and customs that inspire their blends.
In keeping with their grass-roots brand development and marketing strategy, the world.’s largest beverage company assembled a team of small, forward-thinking creative agencies to help shape the identity for this exciting new range of products. Integral to this development was creating a holistic retail environment where consumers could discover and sample the product offerings, thereby drinking up the brand’s ethos. To this end, Coca-Cola enlisted our services – a multi-discipline design firm with offices in Cinncinatti and Los Angeles.
We were challenged to envision spaces representing the new concept .– but that would also provide consumers with a comfortable setting to absorb the nuances of the brand. The global nature of the launch demanded that ideas could be executable across a range of cultures, tastes, and time zones. The first step was to clarify the conceptual basis with a broad agenda that could provide foundations for the entire creative team. These organizing principles – globally eclectic, locally injected, and intrinsically green became the poetic and functional anchor points that would drive the design.
Eager for this architectural branding statement to be evident in every decision, the client requested that we be involved in the site selection process in each launch market, including the assembly of local professionals who would complete documentation and execute the work. Environmentally responsible concepts underscored all design decisions to minimize the environmental impact of these projects.
