CAFÉ ROYAL
Be Royal
Coffee is more than just coffee: As a lifestyle product coffee is also an expression of our personal taste and style. Using this as a starting point, we then asked ourselves: which lifestyle does Café Royal stand for? In co-creation with our client’s branding and marketing specialists we went on to develop a strong and provocative attitude to life that allows true storytelling. The new brand image campaign is ideally suited to omnichannel and lasting immersive brand experiences and includes Robbie Williams as Café Royal’s global brand ambassador.
Are you already familiar with Robbie Williams in the role of a Bond-type agent on a mission for good taste? For years this image successfully characterized the Café Royal brand. However, with a view to current metatrends demanding more authenticity, real-life storytelling and ever-higher consumer expectations, the time has come to further develop Café Royal into a unique and powerful brand experience.
In close collaboration with Café Royal’s branding and marketing specialists we crafted a singular positioning that differentiates the brand from others whilst simultaneously conveying its true DNA in a concise manner. Café Royal exists in order to give us courage, to inspire us with clever provocations, to empower us with daring optimism and to remind us to be royal– in our very own and personal way. The new attitude to life: Be Royal expresses this aspiration perfectly and is at the same time the foundation of the brand image and a 360° brand experience that has been developed together with Café Royal.
While further developing the brand the aim is to keep the existent loyal customers on board. Who better than Robbie Williams to covey the new attitude to life while ensuring the continuity of the brand? A cultured rebel he is the perfect personification of Café Royal’s royalattitude.
To better match the needs and expectations of Café Royal’s existent and future customers with our omnichannel communication we have analysed the current coffee market trend and using customer journeys further refined the definition of our target group.
Coffee is a multi-sensory experience – just as our new brand image for Café Royal, concepted for a 360° experience: from retail to coffee sampling – for instance at the Baloise Session – across to digital-out-of-home and Instagram.
In accordance with the new, courageous positioning we have created a brand image around the integrative be royalcircle. This not only stands for the circle of the unconventionally daring but also represents absolute perfection, evoking a solar eclipse with light powerfully appearing around the circumference. The CGI generated circles with their color and light impulses set a strong visual contrast to the black-and-white imagery, intensifying its impact and ensuring an even stronger overall effect.
In black-and-white pictures the new imagery showcases authentic individuals in a challenging moment. A bold typography underlines their personal courage and daring. To tranport the sensuous enjoyment of drinking coffee the mood levels also display selected color images.
Café Royal’s website based on our UX and UI concept and design, inspires and brings to life the new,royalway to enjoy coffee.
The circle as a design element offers the perfect stage for all of Café Royal’s heroes and a fundamental element of communication, vocal tonality, has been defined for each channel so that every spoken word really transports the be royalsensation. Provoking yet subtle wordplay in the headlines promotes the different types of coffee as well as the overriding spirit of Café Royal.
To place Café Royal’s hero products in the most advantageous setting, country-specific modifications have been developed. In collaboration with Café Royal’s marketing specialists and their media agency a tailor-made media strategy for each market has been created in order to launch the most efficient and effective fall campaign.
Responsible at Café Royal: Hubert Lehnard (Head of Brand Management), Roman Sonders (Global Head of Marketing Communication), Marcel Berg (Global Lead Communication Strategy), Rafaela Schwartz (Product Manager & Brand Assistant), Aline Veillerette (Marketing Communication Manager), Janna Opelt (Marketing Communication Manager), Jana Pleines (Marketing Communication Manager), Magdalena Blonkiewicz (Marketing Communication Manager), Nigel Gähwiler (Marketing Communication Manager)
Responsible at Branders: René Allemann (CEO), Thom Pfister (Creative Director), Philippe Knupp (Strategy Director), Marisa Güntlisberger (Director Omnichannel Experience), Thea Ferretti (Director Communications), Michèle Motterle (Senior Brand Consultant), Luisa Ender (Junior Brand Consultant), Micha Kumpf (Senior Brand Designer), Soraya Gaouaoua (Senior Brand Designer), Sarah Trendle (Executive Brand Designer), Katja Wölfel (Senior Copywriter)
Video and Photography: Sandro Baebler (Photographer and Director), Oliver Hallberg (CGI), LS Productions (Filmproduction)
