McCafé + Greg Dubeau — Graphic Designer

Capturing the experience of Atlantic Canadians indulging in McCafé’s specialty coffee drink menu.

Services: Graphic design and art direction for video

Product: Digital advertising campaign for TV and web

Client

McDonald’s Canada is one of the world’s leading foodservice retailers. From coast to coast, they serve delicious choices to more than 2.5 million people in over 1,400 locations every day.

mcdonalds.com → 

Team

Maude Drouin-Halou

Sarah Densmore

Andrew Mumford

Brad Dykema

Mike Masters

Kristen Dionne

Charles Wahl

Guy Godfree

Alter Ego

Noah Witenoff

Greg Dubeau

Hand holding McCafe premium roast specialty coffee. A chocolate pastry is next to the coffee cup on the table.

Discovering how McCafé integrates into Atlantic Canadian culture


McCafé () is a full line extension of McDonald’s with its own carefully crafted brand identity. The brand is rooted in the idea of premium roast coffee and authentic specialty coffee drinks paired with quality foods, and married with the value and convenience of McDonald’s. Following a National brand repositioning campaign, McCafé needed to build on its existing product offerings and reinforce its share in the premium coffee market. Our challenge was to find a way to link the national McCafé brand to the unique tastes of the Atlantic Canadian market.

Logo for McCafé - A New Way to Café.

Exploring art direction for McCafé’s new brand positioning


“A New Way to Café” is about giving permission to leave regular routines behind and try something different with McCafé. It’s a new way to savour authentic specialty and premium roast coffee, take a break with a perfectly paired baked fresh pastry, and experience a true café experience.

Research showed that Atlantic Canadians overwhelmingly prefer sweet, rich, and flavoured, dessert type coffees. Not only do they prefer sweet specialty coffees, but they savour their coffee and view it as a ‘treat’. We travelled throughout Atlantic Canada and offered free McCafé specialty coffees to real Atlantic Canadians and captured their experiences.

Two friends taking a selfie while enjoying a McCafe specialty premium roast coffee.
Product shot of McCafe French vanilla latter, caramel cappuccino, and cafe mocha.
Young man holding a McCafe premium roast coffee specialty drink while enjoying the sunset .
Two young women enjoying a McCafe premium roast specialty coffee while enjoying the sunset at Citadel Hill in Halifax.
Two friends studying at Halifax Public Library while enjoying a McCafe premium roast specialty coffee.
Young woman taking a sip of a McCafe premium roast specialty coffee.

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