— CLIENT

Boss Coffee

— PRODUCT

Ready-to-drink canned coffee

— SMP

The new language of coffee

Boss Coffee’s tone of voice is bold, ambitious, and defining — a brand that doesn’t follow, but leads.

The word “define” became the creative spark. When a definition is needed, people instinctively turn to the dictionary. That authoritative style was borrowed — font, format, and structure — as the foundation of the campaign.

Instead of repeating old meanings, the work created new ones. Bold, original words were coined by merging coffee culture with moments of lifestyle or emotion. Each term comes with a dictionary-style pronunciation, part of speech, and witty definition, giving coffee lovers a playful new vocabulary that only Boss can own.