Challenge:
Philips was launching Aromis, its most advanced coffee machine yet. The ambition was to position it as the flagship within the Philips coffee portfolio, elevating it beyond a product launch and creating a distinct premium world that would stand out both in retail and across consumer touchpoints.

The idea:
Café Aromis. Now Open.
We brought the atmosphere of a premium coffee house on the retail floor. Rather than focusing solely on product features, we created a branded experience that positioned Aromis as an invitation to enjoy barista-quality coffee every day.

To support this positioning, we developed a premium visual identity and global retail toolkit spanning key visuals, in-store communication, POS materials, retail displays and digital content. Inspired by high-end lifestyle and hospitality brands, the visual language elevated the perception of the product while remaining unmistakably Philips.

My role:
Concept · Art Direction · Visual Direction · Retail Experience · Production

From developing the Café Aromis platform and visual identity to directing the creative execution across retail, POS, digital and production. The platform became a benchmark for Philips' premium coffee category and informed future retail communication within the portfolio.