How Costa delivered quicker coffee with the same brand feel | WARC | The Feed
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How Costa delivered quicker coffee with the same brand feel
When British coffeehouse chain Costa Coffee was looking for a better way to meet the needs of consumers in a hurry but without sacrificing the Costa in-store experience, which focused on being warm and comforting, semiotics had the answer.
Why it matters
Semiotics is often used to “decode” a brand, but in this case a semiotic approach combined with service innovation and experience design to come up with a next-generation store format aimed at on-the-go commuters.
Takeaways
- Cardboard-box mock-ups of potential store configurations helped a diverse Costa team see how best to speed up service but still “feel” like Costa....
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