basics coffee

Claim & storytelling for a coffee chain, 2022

Design studio: ByAllMeans / Art direction: Anna Sun / Copywriting: Salwa Benaissa /
Animation: Martin Egrt / Architects: Archicraft

Brief

Basics is a new Prague-based coffee chain that launched in 2022. In 2021, I was commissioned by ByAllMeans Creative Studio to be the lead copywriter on the project. They approached me with the brand concept already established — coffee is integral to human evolution.

My deliverables included a claim that would reflect the concept, storytelling on point-of-sales materials including menus and cups, naming of cup sizes that would set Basics apart from competitor coffee chains, and a social media launch strategy.

Claim

Point of sales

Basics has already launched in several central locations including the shopping malls Palladium and Bořislavka, with more coming soon. The client wanted brand storytelling to be reflected across point-of-sales materials, including coffee cups, menus and product packaging.

Packaging

Cup size naming

For cup sizes, the brief was to rename all but the 16oz size (which the client wanted to remain “Basic”). These would have to be distinctive, reflect the brand concept, and easy to remember.

Mural

Each store location features a mural inspired by the earliest pictographs etched into caves and rock formations. The murals were designed in collaboration with ByAllMeans and Archicraft.

LED screen animations

Menus at Basics locations are displayed on LED screens. Besides the menus, the client wanted to display animated scenes that reflect the brand concept. My role was to suggest concepts and copy for these animations, which were created by Martin Egrt.

Social media

I led the copywriting for the launch social media strategy in collaboration with ByAllMeans. This involved drawing up the first dozen launch posts, for which the captions were later translated into Czech. You can check out the social accounts Instagram and Facebook.