Description

Case: Costa Coffee Rave 2

Costa Coffee Rave is a new world trend of parties in coffee houses, organized by the brand of international coffee chain, Costa Coffee in Uzbekistan, in the city of Tashkent for the second time, and this time it was held at the shopping mall “ALFRAGANUS”, this cultural event is to support the basis of marketing positioning of the brand, target audience and tone of communication with the consumer, where coffee meets music, dance and energy of young people. Our team was tasked to take part in the development of the concept, the creation of the event identity, printed materials, merchandise, gift sets, branding of the outlet and build digital communication so that the brand was in “to be in one's element”, close to the audience and organically fit into the local culture, as well as increase the recognition of the location of the new branch of the Costa Coffee brand in the shopping center “ALFRAGANUS”, increase the average check on the day of the event and increase loyalty to the brand.

Tasks:

1. To develop a corporate identity and identity of the event.
2. Create merch and paraphernalia that would work both on-site and off-site at the event.
3. Design a digital campaign and implement -progressions, reporting content (publications in the form of Reels, Stories, Posts) to attract attention to the event.
4. Ensure the visual integrity of the entire project.

Solution:

1. Identity and visual concept
We developed a unique visual identity for Costa Coffee Rave 2 that combined rave aesthetics and Costa Coffee brand values. The design included dynamic graphic elements, contrasting color combinations and modern typography. All of this allowed us to create an identity that is recognizable both digitally and offline.

2. Merch and merchandise

Each item of merch was carefully designed as a point of contact with the brand:
T-shirts for the team and Dj - minimalistic design with identity accents, comfortable for dancing and creating a sense of belonging to the event.
Stickerpacks
Gift Boxes - collected for , inside - merch and branded accessories, decorated in rave style.
Festive hats and caps - a light but colorful element of engagement: accessories that created a mood and added visual dynamics to crowd-shots.

3. Space and atmosphere
The DJ-stand, decorated in Costa Coffee Rave 2 corporate style, became not only a working area for the artists, but also the main accent of the whole space.

4. Digital and media communications

Teaser video - a dynamic video launched weeks before the event that created intrigue and anticipation.
Media post - official communication for partners and journalists, where we emphasized the uniqueness of the format.
Reporting video - the final point of the project: an atmospheric video that conveys the emotions of the guests and the scale of the event, which works as a brand archive and as a tool for future promotion.

4.1 Influencers were engaged to shoot the content (@oscar_djalilov, zoffmusic, safronov.music, whoisarviii), which also allowed us to significantly increase organic reach and increase interest in the event.

Digital:
The growth in reach (+40.3%) and views (+50.9%) showed that the audience actively responded to the communication.
Interactions grew by +85.4%, reflecting a high level of engagement.
Additional growth in clicks on links (+11%) demonstrates interest in the product and audience readiness to move to action.

Sales:
Average growth in transactions on the day of the event was +395% and turnover +260%.
Overall growth to turnover reached +116%.
Dynamics by hours:
already in the first hour (17:00-18:00) the growth of transactions reached +250%,
peak came at 20:00-21:00, when transactions grew by +625%, and turnover - by +363%.

Conclusion: The event worked as a full-fledged brand and trade marketing tool: it not only strengthened the brand image, but also showed a direct correlation between communication activity and sales growth.
 
This data is valid as of August 22, 2025.

The first announce of Costa Rave 2 was made on official instagram page of @costacoffee_uzbekistan: 09.07.2025

Credits

СEO & Founder - Akmal Zakirov

Head of Design Department - Vartan Ivanyan

Head of SMM & Marketing - Tamila Ergasheva
Head of Production - Amal Gafurov
Brand/SMM Designer - Asalia Yakubdjanova
Film Editor - Leonid Tsay
Videographer/Content-Maker - Yaroslav Gladishev
Project Manager - Zarina Galyaminskaya