McCafé

Category

Photomanipulation
Festive Cup Design
Illustration
Creative Direction

Client

Cossette
McCafe

The Challenge

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 busy Festive period with a new cup design, but how can they stand out from the rest of the competition and connect with their audience?

McCafé aims to celebrate the busy Festive period with a new cup design, but how can they stand out from the rest of the competition and connect with their audience?

The Solution

Identify feel-good moments that McCafé can own during the busy Festive period. My favourite one was reuniting with Loved Ones. Whether it's a reunion at the airport, or a heartfelt embrace after a long time apart.

Identify feel-good moments that McCafé can own during the busy Festive period. My favourite one was reuniting with Loved Ones. Whether it's a reunion at the airport, or a heartfelt embrace after a long time apart.

Result

This touches on universal themes that resonate with us all, so my design depicts a scene of families or friends (that could vary on various holiday settings like airports, train stations, or cozy gatherings at home) reuniting, sending each other messages and positive wishes.

This touches on universal themes that resonate with us all, so my design depicts a scene of families or friends (that could vary on various holiday settings like airports, train stations, or cozy gatherings at home) reuniting, sending each other messages and positive wishes.

REsearch

McCafé is now in currently in direct competition on multiple fronts with brands like Coffee Time, Country Style, Second Cup, and Starbucks, Tim Hortons, and smaller cafes.

The Main Question

In a market saturated with so many options, how will McCafé Cups stand out from the rest of the competition?

Creative Strategy

My design needed to bring holiday cheer and fun while remaining sleek and fresh, yet distinctly bold.

Creative Strategy

I spent a lot of time brainstorming ideas that could incorporate feel-good moments into the new design while still ensuring applicability to an ever-broadening portfolio of media including cold cups, kiosks, billboards, and more.

The Potential Impact

This campaign could drive a 25% increase in McCafé sales across Canada, potentially generating over $200 million in additional revenue.

By attracting 300,000+ new coffee drinkers and boosting customer frequency by 15%. We expect not only a strong immediate uplift but also a 20% increase in post-campaign loyalty. 1.5x in North America, and 2.5x Internationally.

Overall, this initiative is set to significantly expand McCafé's market presence and customer base in both Canada and overseas.

More Work

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