Stories in Every Tile Campaign

Awareness campaign for Terra Marina Coffee Roasters.

Campaign Problem

Expand the reach of the product beyond its local customer
Bring more awareness to the brand
Drive more foot traffic
Stand out in the very competitive niche

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Campaign solution

Objective:‍

Increase foot traffic and brand recognition of the Terra Marina coffee shop by using its blue-and-white ceramic tile aesthetic to create an engaging, artistic brand experience.‍

Core Concept:
Every tile tells a story: from crashing waves, sunrise in the mountains, to the warmth of a morning coffee ritual. This campaign transforms Terra Marina’s signature ceramic tile patterns into an interactive experience.

Stories in Every Tile Campaign

At Terra Marina Coffee Roasters, every cup of coffee holds a story, just like the ceramic tiles that inspire our aesthetic. “Stories in Every Tile” is a multi-medum campaign designed to bring these stories to life through posters, collectible coasters, workshops, an interactive digital experience.‍

Print Campaign: Tiles of the Everyday

‍ a) Poster Series. Tiles of the Everyday. Decorative posters hung around the coffee shop celebrating coffee moments & stories, encouraging people to share theirs in the TileTales challenge

b) Promo posters. Posters in high-traffic areas (bus stop, subway stations) near the coffee shop, encouraging people to visit the coffee shop and discover the coasters, as well as sign up for the workshops

c) Collectible coaster series. Printed coaster each featuring one of 4 classic tile designs, or a special golden one (with a chance of 1 in 100). Each coaster is given out in a closed envelope. A golden tile is an invitation to a special Golden Tile event.

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Digital Campaign: Tile Tales

a) TileTales social media challenge. A challenge on Instagram encouraging visitors to share their own Terra Marina coffee stories. A winner is chosen every week and get a free bag of beans and a golden tile.

b) Geo-targeted ads: teasers for workshops, general ads for the coffee shop

Experiential Campaign: Tiles & Techniques

a) Series of three workshops:

Tasting Tiles – Explore single-origin coffee profiles

Brew & Bloom – Learn basic latte art techniques

The Artful Pour – Home brewing tools & methods

b) The Golden Tile Gathering. An after-hours evening event hosted at Terra Marina’s café. Golden tile holders get invited, along with special invites for regulars and influencers.

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Stories in Every Tile timeline

April 14th – June 8th

The Stories in Every Tile campaign unfolds over 8 weeks, building community engagement through meaningful storytelling, sensory experiences, and everyday rituals.

April — Launch & Discovery

May — Deepening Engagement

June — Celebration & Connection

Culminating event:

Golden Tile Gathering — June 8th