We developed a year-long point-of-sale (POS) marketing campaign for City Brew Coffee, celebrating their 20th anniversary while showcasing seasonal offerings. The campaign included six bi-monthly launches with targeted messaging and promotional materials—posters, menu boards, signage, packaging, and social media graphics—tailored for 22 stores and four kiosks. Additionally, we designed the Anniversary coffee label and packaging.
Our creative direction for the year-long campaign celebrated City Brew’s 20 years of excellence by focusing on the customers, baristas, community, activities, and products that have shaped its legacy.
Campaign themes included:
Celebrated City Brew's Coffee
Celebrated City Brew's Products
Celebrated City Brew's Customers
Celebrated City Brew's Baristas
Celebrated City Brew's Active Community
Celebrated City Brew's Flavors
PRODUCTION
We conducted product and lifestyle photography sessions to ensure each seasonal drink was visually captivating and aligned with its campaign message.
We also designed the packaging for the Anniversary coffee label, creating a distinctive design that celebrated 20 years of City Brew while aligning with the brand’s cohesive aesthetic.
Campaign roll-out
Promotional materials—including posters, social media graphics, in-store signage, and print collateral—were created for 22 stores and four kiosks.
Each campaign’s visuals reflected City Brew’s brand colors and aesthetic, seamlessly incorporating seasonal themes. Campaigns were strategically timed to launch alongside product rollouts, maintaining consistency across locations and digital platforms.
Results
The year-long strategy reinforced City Brew Coffee’s position as a beloved regional brand, generating excitement around new releases and boosting in-store and online engagement.
The anniversary campaign, in particular, resonated with customers, strengthening brand loyalty and driving sales of the limited-edition blend.
