An extra shot: How Costa launched speedy commuter service and kept its trademark warmth

In 2019, 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.

Semiotics is often used to “decode” a brand, but Costa Coffee and its agency Space Doctors used 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.

This...