I developed the comprehensive brand identity and experience, serving as the foundation for a long-term brand communication strategy. I acted as the lead brand steward, safeguarding brand integrity across all touchpoints.

Facing a decline in traditional roast & ground coffee category, Serbian brand Grand Kafa brewed up a clever solution. In order to gain back the relevance in consumer minds we bypassed product-centric marketing and focused on the cultural significance of coffee in Serbia. For generations, black coffee has been more than a drink; it’s been a ritual that fosters connection and conversation in bustling cafes and ‘kafanas’.

Grand Kafa’s platform positioned time as the new luxury, urging consumers to slow down and savour their coffee ritual. The multi-year campaign, with the slogan ‘Let’s make time for ourselves,’ resonated with consumers, sparking a social dialogue about the importance of slowing down to avoid losing the most crucial connection – the one with ourselves.

Despite a shrinking market, Grand Kafa not only held its leadership position but also achieved significant volume growth and value share growth. This case study shows how Grand Kafa leveraged cultural connection to achieve business success (market share growth) while reviving a cherished tradition (black coffee ritual) and sparking a social conversation (importance of slowing down).