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