West: Limited Edition Pack for International Coffee Day

West is positioned as a democratiser brand - accessible, warm, and rooted in everyday moments. For International Coffee Day, I developed a targeted campaign concept for the German market that leaned into this identity by drawing a visual parallel between the rituals of coffee and tobacco: two quiet pauses in a busy day. The brief called for more than a seasonal pack - it needed a full brand activation with a clear conceptual thread running through every touchpoint, from packaging to in-store to merchandise.