Brief

For AWAKE Coffee & Espresso, a new-generation coffee brand, we developed a creative print ad that highlights its promise of a personalized coffee experience. The campaign differentiates the brand from standard coffee chains by using a humorous insight based on a common, impersonal customer experience—having one’s name misspelled.

Through this approach, the ad emphasizes AWAKE’s commitment to truly understanding its customers and offering a tailored experience. The goal was to communicate the brand’s warm, sincere, and personalized service philosophy while building long-term loyalty.

Insight

Today, people seek not only quality products but also experiences that make them feel valued. Even a simple coffee purchase can turn into a meaningful moment when the customer feels understood.

With the message “You can’t make someone happy if you don’t understand them,” AWAKE positions itself against the anonymous experiences offered by standard coffee chains. The brand promises attentive, personalized service—because a coffee that starts with the right name can transform into a uniquely personal moment of happiness.