Merit Coffee “Follow the Light” Concept Campaign

Merit Coffee “Follow the Light” Concept Campaign

This conceptual advertising campaign was created for Merit Coffee Company’s Lucem Series, inspired by the brand’s symbolic lantern—representing the first light of day. I wanted to stay true to Merit’s identity by using that lantern as a metaphor for coffee itself: a guiding light that starts your morning.

The campaign centers around the headline “Follow the Light”, featuring three unique print executions that each explore how Merit Coffee illuminates everyday life:

Ad 1 – The Lighthouse: A coffee bag from the Lucem Series replaces the bulb of a lighthouse, casting a warm glow that guides the way—an homage to coffee as the first light of day.

Ad 2 – The Home Office: A beam of light shines from a Merit Coffee cup onto a customer’s workspace, symbolizing productivity and focus sparked by that first sip.

Ad 3 – The Coffeehouse: A group of friends gathers around a lantern, its light replaced by the Lucem bag—celebrating connection and community over coffee.

In addition to the print campaign, I designed a promotional Instagram graphic introducing a specialty drink inspired by the Lucem Series. The drink, available iced or hot, serves as a tangible extension of the campaign, giving customers a new way to “follow the light.” To complement the launch, I also created custom coffee cup designs featuring the campaign tagline and lantern motif, offering customers a collectible moment with every purchase.

Each execution reinforces the same message: Merit Coffee brightens every moment. All you have to do is follow the light.