Description
Black Poetry is a craft coffee brand built around single-origin beans, careful sourcing and cold-brewing. For launching its sparkling coffee, we created Beautiful Vandalism, a strategic idea inspired by détournement, where familiar cultural material is altered to create new meaning. For the brand book, we took the idea of a coffee table book and ruined that. Instead of a polished object that spoke of the brand reverentially, we created something closer to a zine that was designed to be experienced page by page. Classical paintings became raw material for memes, reaction formats, collage, social interfaces and contemporary cultural references. The copy pushed the same idea through language, moving between art history, internet humour, meme syntax and the voice of the brand. The result was a brand touchpoint that told our story through participation and discovery. Every spread could surprise in a different way, while the book as a whole remained unmistakably part of the same world.
