This project involved developing a creative brief for Charles Liégeois for the launch of their “ready-to-drink” canned coffee.

Our goal was to shift the perception of coffee, typically associated with social interaction, repositioning it instead as a personal indulgence: a moment of disconnection.

The work focused on:

• Analyzing the market and the target audience (young adults seeking moments of calm).
• Defining the core challenge, marketing and communication objectives, and the brand promise.
• Proposing a clear creative direction: “a moment for yourself, thanks to Charles Liégeois coffee.”