Black Eagle Core

The creative direction expressed the machine’s focus on clarity, efficiency and flow. Visual storytelling highlighted its low-profile form, the simplicity of its interface, and the refinement of every touchpoint. For the launch, we concentrated on the matt black finish, using film, photography and print to give Core a strong, iconic presence. To root the campaign in barista culture, we collaborated with world champion Mikael Jasin, whose perspective brought authenticity and insight to the launch.

The result was a brand world and campaign that framed Core as both timeless and contemporary. By celebrating the perspectives of working champions, the launch proved that Core is not about excess, but about focus. The same Maverick spirit — distilled.