McCafé
Category
Festive Cup Design
Package Design
Illustration
Creative Direction
The Brand
McCafé, a coffeehouse brand by McDonald's, offers a variety of premium coffee beverages and pastries in a cozy, welcoming environment.
McCafé, a coffeehouse brand by McDonald's, offers a variety of premium coffee beverages and pastries in a cozy, welcoming environment.
McCafé, a coffeehouse brand by McDonald's, offers a variety of premium coffee beverages and pastries in a cozy, welcoming environment.
The Challenge
McCafé aims to celebrate the Holiday season with a new festive cup design. How can McCafé's Festive Cups stand out from the rest of the competition and connects with their audience? Identify feel-good moments that McCafé can own during the busy Festive period.
McCafé aims to celebrate the Holiday season with a new festive cup design. How can McCafé's Festive Cups stand out from the rest of the competition and connects with their audience? Identify feel-good moments that McCafé can own during the busy Festive period.
McCafé aims to celebrate the Holiday season with a new festive cup design. How can McCafé's Festive Cups stand out from the rest of the competition and connects with their audience? Identify feel-good moments that McCafé can own during the busy Festive period.
Creative Strategy
The main feel-good moment that I thought McCafe can own during the busy festive period is Reuniting with Loved Ones. Whether it's a surprise visit, a reunion at the airport, or a heartfelt embrace, there’s nothing better than seeing loved ones after a long time apart. Touching on universal themes that resonate with us all.
The main feel-good moment that I thought McCafe can own during the busy festive period is Reuniting with Loved Ones. Whether it's a surprise visit, a reunion at the airport, or a heartfelt embrace, there’s nothing better than seeing loved ones after a long time apart. Touching on universal themes that resonate with us all.
The main feel-good moment that I thought McCafe can own during the busy festive period is Reuniting with Loved Ones. Whether it's a surprise visit, a reunion at the airport, or a heartfelt embrace, there’s nothing better than seeing loved ones after a long time apart. Touching on universal themes that resonate with us all.
Result
My design depicts a scene of families or friends in various holiday settings, reunions at airports, train stations, or cozy gatherings at home with cute characters sending each other messages and positive wishes.
My design depicts a scene of families or friends in various holiday settings, reunions at airports, train stations, or cozy gatherings at home with cute characters sending each other messages and positive wishes.
My design depicts a scene of families or friends in various holiday settings, reunions at airports, train stations, or cozy gatherings at home with cute characters sending each other messages and positive wishes.
In a market saturated with so many options, how will McCafé Cups stand out from the rest of the competition?
I spent a lot of time brainstorming ideas that could incorporate feel-good moments into the new design while still ensuring applicability to an broad portfolio of media including cold cups, kiosks, out of home and billboards ads etc. I focused on reuniting with loved ones.
My design aimed to bring holiday cheer with a fresh and fun illustration while remaining sleek, relatable and distinctivly bold.
This campaign could drive a 25% increase in McCafé sales across the nation, potentially generating over $200 million in additional revenue (in Canada alone).
By attracting 2-300,000+ new coffee drinkers and boosting customer frequency by 15%. We can expect not only a strong immediate uplift but also a 20% increase in post-campaign loyalty.
From conception to production, this initiative is set to significantly expand McCafé's market presence, customer base & loyalty.
