Löfbergs – Whole Bean Roastery

BRIEF

Transform the QR code on Löfbergs whole bean coffee packs into a creative and engaging touchpoint that tells the story of the beans in a fresh way — beyond traditional product info.

CHALLENGE

QR codes are typically overlooked or used purely for utility. The challenge was to turn this low-interest format into something playful, memorable, and creatively bold — while still telling the product story and pushing the brand’s expression.

THE TARGET AUDIENCE IS CURIOUS ABOUT COFFEE BUT THEY ARE NOT NERDS. THAT GAVE US ROOM TO BE PLAYFUL AND UNEXPECTED.

WITH A DEDICATED MOMENT OF ATTENTION (QR SCAN), WE SAW AN OPPORTUNITY TO BUILD BRAND AFFINITY BY DOING SOMETHING DIFFERENT – A MEMORABLE BRAND EXPERIENCE TO BREAK THROUGH THE NORMAL COMMUNICATION CLUTTER.

CONCEPT

We transformed the real Löfbergs Coffee roastery in Karlstad, Sweden, into a whimsical, fairytale-inspired imaginary roastery. This creative twist opened the door to share the story of our whole bean assortment in a warm and enchanting way – based on a true story.

THE AVATARS

We began by transforming the real people and coffee experts at Löfbergs into enchanting fairytale characters – blending insights from interviews, photography, and a generous dose of AI magic and design craftsmanship. 

Design and retouch
Research
AI image generation

THE ROOMS

We recreated the key parts of the Löfbergs roastery to tell the full story of our whole bean coffee — from CEO Martin Löfberg welcoming you outside the captivating roastery and sharing the brand’s history, to Executive Roast Master Mikael Håkansson revealing the secrets of the slow roast in the heart of the roast room. 

Design and retouch
Research
AI image generation

THE LANDING PAGE

Each character and room was brought to life through short videos, serving as introductions to each chapter on the landing page accessed via the QR code. You could explore pretty much everything around the process of creating our coffee – even down to to tips on how to use coffee left overs from our Sustainability officer Kajsa-Lisa. 

Research
Manuscripts
AI Voice over production
AI video generation
AI lip sync
AI image generation
Web design
UI design

SUMMARY

A modest budget and a simple brief for a QR code activation campaign were transformed into a compelling brand story that maximized engagement and retention within Löfbergs’ target audience.

By blending reality with fantasy through AI at every step, we were able to tell the complete story of Löfbergs’ whole bean coffee and roastery in a way never done before – taking the journey from whole bean to whole bean coffee like never imagined.