To celebrate their diversity of roast offerings, Allegro Coffee Company wanted a seasonal promotion to encourage customers the break out of their roast routine.

This seasonal promotion in Whole Foods Market encourages coffee drinkers to rebel against the dreaded roast rut and try something new. Cheeky messaging and tattoo graphics capture the spirit of a more daring coffee experience, allowing baristas and customers alike to proudly display their coffee allegiance and celebrate their own roast rebellion.

To fan the flames of roast rebellion across social media, Whole Foods team members and baristas were provided temporary tattoos and invited to share their new “ink” under the hash tag #roastrebel.

Project completed at D+i Creative.

Creative direction: Ben Gust
Art direction + design: Abbie Goetting
Illustration: Abbie Goetting
Copywriting: Abbie Goetting
Project management: Megan Amendola