Creating an international coffee shop experience for Visa applicants waiting at centres run by VFS Global, the world’s largest outsourcing and technology services specialist for diplomatic missions and governments.
Research analysis and insight
In coffee shops, “the journey of the mind begins before the actual physical journey begins”.
A name ‘Drift’, that means ‘to wander’. An ideantity™ where the first letter D is partially open, symbolising freedom and relaxation. The brand line ‘away from the everyday’ seamlessly completes the communication.
Eye-covers inside the coffee shop that urge customers to take a nap and ‘drift away’; a small library with a section dedicated to travel books; exotic beverages from across the world on the menu. Just a few elements of the brand behaviour package.