SP—044 / Restaurants & cafés · Digital direction
FIRST POUR
A creative direction for a café built around the first cup of the day.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop FIRST POUR, a fictional concept for a café built around the first cup of the day. A restaurant needs to communicate both appetite and atmosphere in one glance. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People deciding where to eat, meet friends or establish a new daily favourite.
The strategic idea
“YOUR MORNING HAS A PLACE.” is the central creative thought. Translate the proposition into a clear screen hierarchy: brand, reason to care, and an obvious next step. Find the signature dish or occasion, give it a confident voice, and build a route from discovery to the table.
The creative direction
An original plate-inspired graphic, assertive typography and a #FF1E1E colour field create the visual language for FIRST POUR. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
YOUR BRAND.
A FRESH ANGLE.
Let’s build something grounded in your audience, your offer and your next move.
Talk about your project