Second Cup Coffee
Overview
Second Cup Coffee is a globally recognised café brand originating from Canada, known for its premium coffee experience and inviting café culture. As the brand expanded its footprint in India with the launch of two new cafés, it required locally relevant yet globally consistent brand communication.
UnFoldMart partnered with Second Cup Coffee India to curate engaging social media content and design offline creatives that support brand awareness, footfall, and launch visibility.
The Challenge
Entering a competitive café market like India comes with unique challenges. Second Cup needed to:
- Maintain global brand consistency while appealing to Indian consumers
- Build awareness for new café launches
- Create content that feels warm, relatable, and aspirational
- Design offline creatives that work inside and outside the café environment
The challenge was to translate a global café brand into a locally resonant experience.
Our Approach
We approached the project with a brand-first, experience-led mindset.
The strategy focused on showcasing Second Cup not just as a coffee brand, but as a lifestyle and everyday indulgence. We aligned all creatives to the brand’s established visual language while adapting messaging to suit the Indian audience.
Our approach included:
- Consistent visual storytelling across platforms
- Food and beverage-led content to drive cravings
- Human-centric moments to highlight the café experience
- Clear promotional messaging for offers and launches
The Execution
Social Media Content Curation
We curated a cohesive social media feed that highlights Second Cup’s core offerings, café ambience, and everyday moments.
Content themes included:
- Coffee and bakery product highlights
- Café lifestyle moments
- Promotional posts and limited-time offers
- Brand storytelling aligned with global guidelines
The content was designed to feel premium, warm, and inviting while driving engagement and store visits.
Offline Creatives
To support in-store marketing and launch promotions, we designed a range of offline creatives that align seamlessly with the brand’s global identity.
Offline assets included:
- Standee designs
- In-store promotional posters
- Offer communication creatives
- Visuals for point-of-sale displays
These creatives helped reinforce messaging at physical touchpoints and enhanced the overall café experience.
The Outcome
Second Cup Coffee successfully strengthened its presence in the Indian market with a consistent and engaging brand narrative across digital and physical spaces.
The brand achieved:
- Strong visual consistency across online and offline channels
- Increased awareness for new café launches
- Engaging social media presence aligned with global standards
- Effective in-store communication supporting footfall and offers
The result was a cohesive brand experience that felt both international and locally relevant.
Services Delivered
- Social media content curation
- Feed and visual direction
- Promotional content planning
- Offline creative design
- In-store marketing assets
Launching or scaling a global brand locally?
Let’s build experiences that connect
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