Matchmaking artists with an iconic coffee brand
With more than a thousand global stores, Coffee Bean & Tea Leaf (CBTL), a Singapore-based brand, has a lot of space to fill with artwork. They came to us to source and direct artists to create original pieces that could be delivered efficiently and on-brand.
The artwork needed to scale across a wide range of physical environments, not just exist as standalone art. The artists we chose also needed to fit the visual aesthetic of the brand upfront. We didn’t have time to force fit an artist’s style into the CBTL vibe.
Our executive producer gathered a group of talented artists and we showed the client why each artist aligned with their global brand identity and how each would feel right in the local stores.
Each artist created original work designed for murals, wall graphics, and other store needs. We delivered high-resolution, production-ready artwork and layered files for adaptation, along with global, perpetual usage rights for in-store use.
Our strategy focused on sourcing and curation as a brand-building decision. We built a cohesive artwork system that allows us to tap into the vast range of independent artists while still keeping their creations on brand.
