Richards REBRANDING + Opening
Experiential Launch · Merchandising · Packaging
Richards, a locally loved and brewed coffee house, was opening a new branch as part of its rebranding and expansion at Hamra Business Tower, a high-footfall business and high-end retail destination in the City.
The opportunity was to build awareness before opening day and ensure the refreshed brand translated clearly across physical touchpoints, while communicating what Richards is all about at its essence.
Pre-Opening Activation
Instead of treating construction hoarding as dead space, I decided to get creative and make the most of the available real estate. It was transformed into an interactive brand experiential moment.
Passers-by could take a branded cup containing a quote and a token for a free coffee on opening day.
Strategic Intent
The hoarding stayed active throughout construction, acting as a constant brand touchpoint before opening day.
In-Store Merchandising
The new store merchandising was designed to feel lived-in rather than commercial, using books, products, and objects to reflect Richards’ cultural and community-led personality. Truly a “Third space”.
Art Direction
I led the art direction for the new menu photoshoot, defining the visual tone and styling to align with the refreshed brand across menus, delivery platforms, and in-store use.
Packaging Refresh (Sustainability-Led)
As part of the refresh, takeaway packaging transitioned to more sustainable alternatives, reducing plastic use and improving material quality.