The challenge was to define a clear identity for Core within the wider Black Eagle range, expressing a machine built around clarity, efficiency and flow while maintaining the aspirational energy and cultural relevance of the Maverick world.
We developed a creative direction that emphasised Core’s low profile form, simplified interface and refined touchpoints. The campaign centred on a restrained matte black finish, giving the machine a strong and recognisable presence.
To anchor the work in barista culture, we collaborated with Mikael Jasin, whose involvement brought authenticity and insight to the narrative.
The sub-brand was expressed across identity, film, photography, print and launch communications, creating a cohesive and controlled visual language that reinforces Core’s distinct role within the Maverick platform.
The Outcome
A sub-brand and launch campaign that positions Core as both contemporary and enduring, defined by focus, precision and a more considered approach to coffee service. The clarity of the idea reinforces its role within the Maverick range while maintaining the cultural relevance of the wider brand.
