Creative Ops & Direction

For the holiday season, Surf Coffee launched a limited-edition New Year collection designed to bring warmth and surprise to our guests. The collection included CBD cola, non-alcoholic mulled wine, cookies, chocolate, bath bombs, postcards, stickers, and interior décor items, all united by a festive visual identity. We also refreshed the design of Surf Coffee cups, creating a cohesive and celebratory brand experience across products and touchpoints. Beyond the core CPG launch, we created a special integrated project for coffee lovers. Our drip coffee bags were reimagined as reusable mini-handbags, extending their life beyond a single use. Hidden inside thousands of these bags were just five “Golden Drips” — an unannounced promotion inspired by Charlie and the Chocolate Factory. The lucky winners received a full year’s supply of Surf Coffee drips. To amplify the spirit of connection, every coffee shop also offered branded New Year postcards, which guests could send anywhere in the country directly from our locations — turning Surf Coffee into both a gift shop and a messenger of holiday cheer.