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Suntory tasked Firstborn to evolve its brand identity and positioning for the U.S. market that would generate excitement amongst the target.

As Millennials continue to value convenience, food and beverage companies have reacted by introducing new ready-to-drink product offerings to the marketplace. Suntory International’s BOSS canned coffee products have long been a leader in Japan—but the company needed to pivot the brand to resonate with new consumers in its U.S. launch. Suntory tasked Firstborn to evolve its brand identity for the U.S. market and build a social campaign that would raise brand recognition, generate excitement, and ultimately drive consumers to purchase.

BOSS Coffee is Flash Brewed—that’s a new thing in the US. The “We’re Brewed Different” positioning introduces this distinct brewing process with a visual narrative that embraces diversity and inclusion.

We want to meet our new audience where they are, so we chose Instagram as our campaign platform, ensuring we could deliver maximum organic reach with little paid-media investment for our client. By choosing Instagram, we also empowered the brand to sell directly to consumers through the platform in the future. We developed a new brand identity and launch strategy that introduces Boss Coffee to the U.S. market., while resonating with the brand’s target audience. We developed over four months of Instagram content for standard and sponsored posts that reflected a mix of typographic, product-centric, portrait, and lifestyle imagery. We also equipped the team with a creative toolkit so they can continue to grow and engage with their audience in the future.
Brand positioning, pillars, and tone of voice guidelines inform how the brand engages with consumers across every channel.
A new visual identity system that included updated typography and color palettes, as well as custom lifestyle and product photography.