Boss coffee branding

Suntory’s BOSS Coffee brand is beloved in Japan, but they needed to resonate with American millennials for their big launch in Denver. BOSS uses a technique called Flash Brew that brings out the fullest, truest flavor of coffee beans. The resulting taste is bold, but less bitter than cold brew—and much more pure and simple. (It’s like if you Marie-Kondo-ed your coffee.)

We developed a look and feel for the brand, including a new tagline, “Quintessentially coffee,” that aimed to reteach our audience what coffee is meant to taste like. That is, without the fuss of foam and Frappuccinos or the cold-brew bitterness. Coffee for minimalists, if you will. Then we created content to launch it on Facebook, just in time for the cans to hit the U.S. shelves.