Fashion Your Cup
Client: Second Cup
Date: 2023
Project Type: Advertising (Student Work)
Role: Art Direction, Graphic Design
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The "Fashion Your Cup" campaign invites consumers to elevate their everyday moments with a touch of luxury. By reimagining Second Cup through the lens of fashion, the brand transforms into more than just coffee—it becomes an experience of indulgence, style, and self-expression. Blending the sophistication of high fashion with the authenticity of a beloved Canadian brand, this campaign highlights Second Cup’s unique ability to be both aspirational and accessible. It celebrates craftsmanship, sustainability, and quality while embracing the allure of luxury and exclusivity. Through bold, fashion-inspired visuals and storytelling, ‘Fashion Your Cup’ redefines Second Cup as a daily ritual that feels extraordinary—a statement piece for the soul.
The transit shelter display functions as an extension of the fashion window. Putting the cup of coffee on a literal pedestal, worthy of being on display against a rich velvet backdrop.
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Reminiscent of a jewelry case, Second Cup becomes high end and luxurious.
However, to emphasize Second Cup’s accesibility, the transit shelter is interactive. Situated outside of a Second Cup Café, there is a hole in the glass so consumers can put their own cup on the pedestal to snap a picture. Inviting them to literally ‘fashion their cup’ and take part in elevating the brand.
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This exemplifies that the brand’s image may be elevated but their products remain just as affordable and accessible by all.