Café Royal
How do you make a coffee brand feel edgy?
- Role
- Senior designer & videographer, in-house
- Scope
- Content strategy, recipe films, eCom campaigns
- Span
- 2018 to 2022, four years
The challenge
Café Royal is a serious competitor to Nespresso. Their brand felt safe and expected. They wanted edge. And they needed content that didn’t just look good but actually moved product.
The thinking
Pretty content that doesn’t convert is expensive decoration. The work needed to define what the brand stood for, build a content architecture around it, and attach every piece of content to a real business outcome: traffic to the website, capsules in the cart.
The work
A full content pillar strategy defining the brand’s narrative direction. A series of short-form recipe videos (coffee with alcohol, coffee with mango, unexpected combinations), released as social shorts, each pointing to the full recipe on the website with a direct add-to-cart for the featured capsule. Edgy. Useful. Measurable.
Recipe series
Short-form recipe videos, each designed to drive traffic and conversions.