Bringing creative and experiential coffee culture to the coffee aisle
The Challenge
A leading coffee company needed fresh insight and ideas to garner a competitive strategy for breaking through a crowded market in the coffee retail aisle. As a premium brand, the need to elevate the coffee shopping experience was core to the challenge.
The Approach
WG framed the opportunity as a way to mirror how premium coffee experiences, mood needs, and hyper-customization were shaping new needs and expectations. By immersing with coffee-loving consumers, and coffee culture insiders, WG shaped an insight-led strategy for brand reinvention in the aisle.
The Opportunity
WG unlocked the unique role of the at-home coffee ritual that was under-served by traditional coffee retail and shelf experiences. The core insights and desired consumer experiences shaped a range of retail experience concepts that helped the brand connect to higher-order emotional territories rooted in the restorative power of intimate coffee rituals, supporting a premium positioning and unique point of view.
