Challenge

As EV charging increased, BP had an opportunity to turn waiting time into meaningful café engagement.

The objective was to reposition Wild Bean from a convenience stop to a destination experience — encouraging customers to stay longer and trade up.

Insight

EV charging creates unstructured dwell time.

By redesigning the in-store journey — from menu hierarchy to visual storytelling — we could shift perception from transactional purchase to crafted, made-to-order quality.

Creative Direction

Led concept development and visual direction for the evolved café experience, including:

• Customer journey mapping across dwell-time touchpoints

• Storyboards highlighting freshness and provenance

• Print POP, digital menu boards and screen takeovers

• A cohesive visual system aligned to premium positioning