Going from Good to Great, globally 

McDonald’s came to us to help them go from a ‘good’ to ‘great’ coffee experience for their McCafé brand around the world. Across 10 countries all at different stages in both coffee culture and in their business situation, we took a triangulated approach to answering the question, layering a deep-dive into coffee culture onto the human experience and the current business situation.

Blending semiotics and trendscaping, experts, creative online community exercises and treks, IDIs, brand discussions and client workshops, it culminated in a set of global guidelines – as well as a set of local solutions – for McCafé to offer a more meaningful coffee moment, through product making and consistency, brand communications, and overall product and place experience. Read more.