A global campaign brought to life for local teams
We partnered with The Coffee Bean & Tea Leaf (CBTL), a Singapore-based global brand that operates 1,100+ stores across 20+ markets, with a heavily franchise-driven model. They needed a marketing campaign toolkit system that could take their global strategy and vision and make it come to life in local markets—each with a wide range of product assortment, cultural context, customer behavior, and store format.
Usable creativity was the key here. We needed to make a campaign toolkit that would be successful across decentralized execution environments. The goal was to build a global system that allowed local teams to pull from a central toolkit and build their own creative assets while staying on-brand.
Built Useful Tools
The toolkit system started with a campaign narrative and messaging framework. Then we built a visual system that covered color, typography, imagery guidance with examples, and a modular “create-your-own” asset system for local adaptation.
Ready-to-Use Creativity
This creative work included assets for print, digital, and social channels (posters, buntings, menu boards, GIFs, and short-form videos).
The library featured a comprehensive photography system with knockouts and key visuals, video and motion content—all designed to be downloaded from a shared drive, easily understood across all markets, and flexible enough for local customization.
By building a system that balances consistency with flexibility, we empowered franchise and local teams to execute on-brand campaigns with the right touch of specific local flavor.