A warming idea for LAP Coffee

A spec campaign* for LAP Coffee, a fast-growing and ambitious coffee shop brand.

So, let’s rewind and imagine what the brief could have been.

BRAND PAIN POINT / INSIGHT — perceived as too urban / too cold / too capitalist / gentrifying “our cosy neighbourhood”.

BRAND PROMISE / DESIRED POSITIONING — urban but human, warm, close to people: “life among people”. Coffee as a functional drink that also brings people together.

UNIVERSAL HUMAN INSIGHT / PAIN POINT — in modern urban life, we are always in a rush and experience FOMO.

PRODUCT INSIGHT — coffee speeds us up, but a coffee shop doesn’t necessarily have to. It can be a place to take a break from the urban rush.

IDEA / INTERSECTION of these insights — see the visuals.

CREDITS:
Copy, art direction, strategy - me
Junior designer - ChatGPT Images

*I like making ads both for money and for pleasure. It’s never too latte to send me a brief.

This is a speculative campaign idea. It was not commissioned or released by LAP Coffee.