SP—012 / Drinks & beverages · Outdoor concept
MELTLINE
A creative direction for iced coffee expressed through melting geometric forms.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop MELTLINE, a fictional concept for iced coffee expressed through melting geometric forms. A busy shelf gives a new beverage very little time to explain why it belongs. 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 choosing a drink for a moment, a mood or a daily ritual.
The strategic idea
“KEEP YOUR COOL.” is the central creative thought. Make the idea readable in a passing glance. A confident silhouette and a short campaign line carry the composition. Turn flavour, occasion and packaging into one recognisable visual cue. Carry that cue from the first impression to the point of choice.
The creative direction
An original can-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for MELTLINE. 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.
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