Mad Coffee
Building a coffee brand with personality at every touchpoint.
AFS Creative led brand positioning, a Shopify redesign, email design, and paid social creative for Mad Coffee, a DTC instant coffee brand built around speed, craft, and a bold visual personality. The work extended that energy consistently from first impression through checkout.
Mad Coffee
Food & Beverage / Hospitality
Brand & Digital Creative
2026
AFS Creative Studio Client
The Challenge
Mad Coffee needed its digital experience to express the same confidence and personality as the product. The brand had to make instant coffee feel distinctive while giving customers a clear, usable path through education, consideration, and purchase.
The opportunity was to connect positioning, website, email, and paid creative so each touchpoint felt like part of one consumer experience rather than a collection of separate assets.
The Approach
AFS Creative centered the creative direction on the contrast at the heart of the product: speed without sacrificing craft. A bold typographic voice, product-led photography, restrained color, and direct messaging gave the brand a recognizable rhythm.
That direction carried from campaign imagery into Shopify and lifecycle email, allowing the brand idea to remain consistent while each channel did a different job.
Speed, craft, and a bold point of view.
The visual direction paired clean product moments with expressive photography and a confident wordmark, giving Mad a distinct presence across brand and campaign applications.
A digital storefront with the brand built in.
The Shopify redesign carried Mad’s personality into product education and the purchase journey, using the brand’s imagery and message to make the product clear without flattening its character.
A connected journey after the first visit.
Branded welcome creative extended the same visual system into the first lifecycle moment, carrying Mad's personality beyond the first visit.
A cohesive brand system, carried into retail.
AFS Creative refreshed Mad Coffee's brand into one cohesive system across positioning, Shopify, lifecycle email, and paid creative — a unified expression the brand carried into its launch with Sprouts.
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