Product / ServiceCOFFEE BOSS
CategoryB01. UX & Journey Design
Idea Creation SUNTORY Tokyo, JAPAN
Idea Creation 2 DENTSU ISOBAR Tokyo, JAPAN


Name Company Position
Daiki Takahashi Suntory Holdings Ltd. Producer / Creative Director
Junya Hiruta Suntory Holdings Ltd. Producer
Satoshi Abe Suntory Holdings Ltd. Creative Director/Art Director
Ayano Yamagishi Suntory Holdings Ltd. Designer
Ayano Yamagishi Suntory Holdings Ltd. Designer
Ayano Yamagishi Suntory Holdings Ltd. Designer
Akihiro Oya Suntory Holdings Ltd. Designer
Keisuke Kobayashi Store Designer
Yoshihiro Inoue Store Designer
Masayoshi Boku Bascule Inc. Executive Creative Director
Megumu Kasuga Bascule Inc. Art Director/Designer
Yoshikazu Iida Bascule Inc. Technical Director
Michiyasu Wada Bascule Inc. front-end engineer
Tomoyuki Iwabuchi Bascule Inc. front-end engineer
yuko Katsuda Bascule Inc. front-end engineer
Tomoyuki Tanaka KIKI inc. Sound Engineer
Takefumi Nitta Showcase Gig Executive Producer
Manami kishi Showcase Gig Producer
Wataru Kudo Showcase Gig Product Manager
Akira Ishigame Showcase Gig Technical Director
Tatsuya Kosuge Showcase Gig Back-end-engineer
Shingo Suzuki Showcase Gig front-end engineer
Msayoshi Tomita Dentsu isobar Producer
hiroaki Tateno Dentsu isobar Project Manager
Nao Akiyama Dentsu isobar Planner
yuko Uesu Dentsu isobar Planner
koji niwa Dentsu isobar Project Manager

Describe the creative idea

A favorite among Japanese, Suntory BOSS found that personalization and self-expression when grabbing coffee are traded off for any speedy option by morning commuters. But what if they didn’t need to? BOSS delivered an all-new personalized way to grab morning coffee through an ordering system via LINE and an express pick up point. From the type of roast, design of every label, swapping cups for bottles and speedy in-store collection, TOUCH-AND-GO coffee conciliated the compromise between speed and a unique customer experience making it custom… but fast.

Describe the execution

We wanted to reach the busy working people in Tokyo by promoting a new way to enjoy morning coffee that fits their hectic lifestyles and not the other way around.   Adding another place people go to if thirsty was not the answer. We designed a user interface based on commuters' morning ritual (a cup on-the-go), to make coffee easier to carry using bottles instead of cups in a UX that seamlessly fit daily commuters lifestyles. To transform commuters’ coffee from a daily struggle for mass products into a customized commerce experience via mobile that is useful, creative, and quick, we provided 120 flavors to choose from, bespoke label designs, and locker boxes with a unique code to waste no time finding your drink. The pre-order screen uses LINE's chat window interface, Japan’s most popular social app to benefit from user familiarity. From start to finish, LINE’s UI served to develop an intuitive touch-based experience without keyboard interference. To aid seamless payments, the service used LINE Pay or pre-registered credit cards, and pushed notifications to alerts customers when their drink is ready. A code number in the notification opens a box at the pick-up store lets customers collect coffee within seconds. TOUCH-AND-GO Coffee saves them precious morning time for a coffee that is exactly what they want directly from their smartphones.

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