SILKROAD COFFEE COMPANY
The story behind Silkroad was touching, our team and Silkroad came together to share a magnitude of deep spiritual conversations about who the brand is, and what it believes in. Silkroad loves community, collectivity, and collaboration. We decided to use their passion and drive and communicate it through royalty, and develop a campaign around the experience of coffee and not the product itself. By focusing on moments where coffee brings the community together, and a “pay it forward” campaign where people can buy one another coffee it expresses the heart of the brand. We loved the concept of coffee no longer being for an exclusive type of person and started shifting the perception of coffee for the consumers in India. We continued to communicate this in our packaging, corporate collateral through deep, premium colors and golden touches. The results were phenomenal.