A Campaign Built Around Two Audiences
Café du Coin is a specialty coffee company that sources, roasts, sells, and prepares high-scoring coffees. Beyond direct-to-consumer sales, the brand also offers courses and workshops for other coffee professionals.
This project focused on developing a campaign to promote that education offer — across two distinct audiences with different needs.
I led the creative and visual direction as Art Director, responsible for the full concept and execution. The campaign was structured around two clear positions: B2B (Business to Business) — targeting other cafés and coffee businesses looking for supply and professional training — and B2Y (Business to You) — directed at individual professionals pursuing barista certification.
The visual approach maintained the brand's established grid system, using it as a flexible layout framework that could accommodate both audiences without creating two disconnected campaigns.
Client: Café du Coin · October 2017
Role: Art Director / Brand Designer
