costa coffee: social brand playbook
costa coffee: social brand playbook
overview
overview
overview
a 91-page playbook that governs 14 asset categories across every major social platform
a 91-page playbook that governs 14 asset categories across every major social platform
a 91-page playbook that governs 14 asset categories across every major social platform
my role
my role
my role
brand governance & motion templates
brand governance & motion templates
brand governance & motion templates
client
client
client
costa coffee
costa coffee
costa coffee
the brief
the brief
costa coffee had just finished a full rebrand. the new identity was expressive, with a wide colour palette, strong typography and a signature wave motif, but there were no rules for how any of it should work in practice. without clear governance, the same brand would look like different brands depending on who was executing it
costa coffee had just finished a full rebrand. the new identity was expressive, with a wide colour palette, strong typography and a signature wave motif, but there were no rules for how any of it should work in practice. without clear governance, the same brand would look like different brands depending on who was executing it
costa coffee had just finished a full rebrand. the new identity was expressive, with a wide colour palette, strong typography and a signature wave motif, but there were no rules for how any of it should work in practice. without clear governance, the same brand would look like different brands depending on who was executing it
the work
the work
working on my own from brief to handoff, i built a 91-page social brand playbook covering 14 categories, from logo application and colour to lifestyle photography, video and motion, influencer content, product presentation, social headers and collaboration formats the wave was the central design problem. it was visually powerful but structurally undisciplined, and without constraints it took over every layout. i defined the rules that kept it present without letting it dominate also built a motion template system in after effects: content containers in 1×1 and 9×16, decorative background waves, product reveals, uplift devices, end frames and lockup rules. the wave movement was fixed across every template, not open to interpretation
working on my own from brief to handoff, i built a 91-page social brand playbook covering 14 categories, from logo application and colour to lifestyle photography, video and motion, influencer content, product presentation, social headers and collaboration formats the wave was the central design problem. it was visually powerful but structurally undisciplined, and without constraints it took over every layout. i defined the rules that kept it present without letting it dominate also built a motion template system in after effects: content containers in 1×1 and 9×16, decorative background waves, product reveals, uplift devices, end frames and lockup rules. the wave movement was fixed across every template, not open to interpretation
working on my own from brief to handoff, i built a 91-page social brand playbook covering 14 categories, from logo application and colour to lifestyle photography, video and motion, influencer content, product presentation, social headers and collaboration formats the wave was the central design problem. it was visually powerful but structurally undisciplined, and without constraints it took over every layout. i defined the rules that kept it present without letting it dominate also built a motion template system in after effects: content containers in 1×1 and 9×16, decorative background waves, product reveals, uplift devices, end frames and lockup rules. the wave movement was fixed across every template, not open to interpretation
scope & scale
scope & scale
2
2
product categories: chews and sodas, each with stills and motion
product categories: chews and sodas, each with stills and motion
product categories: chews and sodas, each with stills and motion
40+
40+
asset executions across both categories
asset executions across both categories
asset executions across both categories
14
14
formats — from 300×250 MPU to 16×20 inch print and OOH
formats — from 300×250 MPU to 16×20 inch print and OOH
formats — from 300×250 MPU to 16×20 inch print and OOH
1
1
source image — the entire campaign visual language built from a single brand asset
source image — the entire campaign visual language built from a single brand asset
source image — the entire campaign visual language built from a single brand asset
the result
the result
costa's fmcg team ran a live multi-channel summer campaign across every social platform without coming back to the agency for guidance
costa's fmcg team ran a live multi-channel summer campaign across every social platform without coming back to the agency for guidance
costa's fmcg team ran a live multi-channel summer campaign across every social platform without coming back to the agency for guidance
other projects
meta - always on
a template system that produced 2,000+ personalised video executions across 12 languages and three global region
meta - always on
a social template system that let a 30-person team ship on-brand content across 6 categories and 4 formats
meta - always on
a multi-channel campaign that grew costa's cold drink menu share from 5% to 24% and reached 7.4m people