Agency: Arting Out Loud
Role: Creative Content Manager → Account Manager
Time: February 2024- July 2024
Scope: Brand Strategy, Visual Identity, Packaging, Content Strategy, Social Media, PR Coordination, Launch Management
La Bon Coffee & Beans is a specialty coffee brand positioned around craft, process, and everyday accessibility within the Indian premium coffee market.
The project focused on building the brand from the ground up within a tight 3-month timeline — combining brand identity, packaging, content systems, and PR-led visibility into one coordinated launch ecosystem.
The goal was to establish a cohesive and scalable brand presence across social media, web, packaging, and media channels simultaneously.
Brand Strategy & Positioning
Challenge
The brand entered a highly competitive coffee market with:
- No existing brand identity or digital presence
- A short launch timeline (3 months)
- Multiple stakeholders across creative, PR, web, and production teams
- The need for simultaneous visibility across channels
The challenge was to build a launch-ready brand ecosystem that felt premium, cohesive, and operationally aligned.
Strategic Direction
We positioned La Bon Coffee & Beans as:
A premium artisanal coffee brand combining craft-driven storytelling with approachable everyday coffee culture.
Core Insight
Consumers increasingly seek specialty coffee experiences that feel elevated without becoming inaccessible or intimidating.
Brand Pillars
- Craft & coffee expertise
- Process transparency
- Everyday premium lifestyle
- Community & discovery
Branding & Visual Identity
Role
Led the development and coordination of the brand identity system across visual, packaging, and digital touchpoints.
Scope of Work
- Brand positioning translation into visual identity
- Packaging direction and coordination
- Typography and layout system guidance
- Visual tone and imagery direction
- Alignment between packaging, social, and web aesthetics
Visual Language
- Warm, premium, artisanal aesthetic
- Minimal and clean layouts
- Product-focused storytelling visuals
- Lifestyle-oriented brand imagery
Outcome
A cohesive visual identity system that established La Bon as a modern, approachable specialty coffee brand.
Content Strategy & Multi-Channel Launch
Role
Led content planning, launch coordination, and multi-channel storytelling strategy.
Scope of Work
- Built an integrated launch content strategy
- Developed social media direction and storytelling
- Coordinated website content and launch messaging
- Managed PR communication alignment
- Oversaw launch timelines and content approvals
Content Approach
To maximise visibility within a short timeline, the strategy focused on synchronised storytelling across:
- Social media for discovery and engagement
- Website content for credibility and brand depth
- PR placements for reach and external validation
Content System
A structured workflow was implemented to align all collaborators:
- Centralised planning through Milanote
- Clear ownership across teams
- Structured timelines for production and approvals
- Cross-functional coordination between internal and external stakeholders
Launch Coordination & Cross-Team Management
Role
Acted as the central coordination lead across creative, production, PR, and digital teams.
Scope of Work
- Coordinated designers, copywriters, photographers, and web teams
- Managed external PR collaborations
- Ensured consistency across all launch assets
- Oversaw delivery timelines and execution flow
Execution
Cross-functional collaboration between:
- Design team
- Packaging production
- Website team
- PR agencies & media partners
- Photographers & content creators
PR & Media Visibility
Media Coverage
These placements helped establish early brand credibility and broaden audience visibility during launch.
Launch & Outcome
- Successfully launched within a 3-month timeline
- Built a cohesive multi-platform brand presence
- Established scalable workflows for future content production
- Ensured alignment across creative, PR, and digital channels
- Created a strong foundation for ongoing brand communication