Coffee culture was launched as a lounge. We were briefed to design a launch campaign for Baroda, Vapi and Ahmedabad. After research we realized every city has its own significance and audience behavior. Since, Baroda is all about its heritage places we created the campaign “The next landmark is here”. After studying the Ahmedabad audience, we realized being a city in the dry state people there would love anything close to shots. Thus we created the concept of Kamakazi shots. And for Vapi audience we conceptualized the adverts around Bollywood by using the names of the movies with our dishes. We also worked for its branch in Adajan, surat and created “uncultured yourself” based on the idea of not falling into a certain category. Coffee culture has its own culture and does not fall into a café or a restaurant