Challenge

As customer expectations around coffee matured, McCafé needed to shift perception from accessible convenience to credible premium — particularly during the highly competitive Christmas period.

The objective was to create in-restaurant and packaging assets capable of competing culturally with major seasonal campaigns while strengthening brand positioning.

Insight

Coffee consumers had become more knowledgeable about provenance and craft.

Seasonal packaging — one of the brand’s most visible touchpoints — offered an opportunity to signal this shift.

The design needed to move from playful, character-led visuals to a more refined and premium aesthetic.

Creative Direction

Led the evolution of McCafé’s Christmas packaging and in-store assets.

• A refined seasonal visual language

• Integrated execution across packaging, print POP, digital menu boards and screen takeovers

• Elevated finishes and graphic style to reinforce premium perception

• Scalable system for national rollout