Strano + Pettigrew Design Associates

Brand architects. Brand builders.

Second Cup—Flat White

Second Cup Canada has introduced the Flat White to its menu of espresso based coffees. Strano + Pettigrew was asked to develop a nation-wide launch campaign that would introduce this antipodean favourite to Canadians. Since the Flat White is new to most Canadians, our mission was to “Educate and Advocate”—and there’s no better way to do that then by letting Canadians taste one! Our campaign was based around an experiential concept involving sampling events, supported by a teaser campaign, in-café print material, in- café presentation and a TV spot running on speciality channels.

The Flat White is a perfectly balanced coffee. With a double shot of Second Cup’s Espresso Forte and a lot less milk than a latte, the Flat White is definitely an espresso lovers coffee.
The idea was simple: Espresso lovers, your day has finally arrived…. literally! Enter the Flat White Piaggio—A custom built three wheel coffee van. A fun, unique vehicle that gives consumers the opportunity to sample the Flat White, watch the artistry involved in the making of a Flat White while engaging with Second Cup’s skilled baristas. Our #espressoloversrejoice hashtag gave espresso lovers a way to follow the Piaggio and share their interactions.












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This entry was posted on September 16, 2014 by in Brochure / Catalogue, Campaign, Concept, Identity, Motion, Strategy.


Brand architects. Brand builders.

Strano + Pettigrew is a Toronto based creative firm with a passion for strategic design, fully integrated campaigns and brand building. S+PDA has always strived to pursue an architectural approach to projects—meaning a well-researched, strategic framework supports each and every execution.

With a strong emphasis on traditional typography, S+PDA develops compelling creative solutions in the areas of brand strategy, campaign development, visual identity, packaging, custom publishing, experiential, print design and new media.

The agency serves clients nationally and abroad, spanning a diverse range of industries, while always ensuring that the authenticity of a client’s brand is at the core of every execution.

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