This year, we did something we’ve never done before: After breaking down our favourite April Fools’ brand moments this year, we figured… Why not pull one off ourselves? Why? Because we’re all about testing creative boundaries, learning, and evolving. We had something brewing for April Fools, but before we served our own, we rounded up the brands that really showed up this year. It wasn’t just about being funny. It was a chance to flex our creativity in new ways on our own terms.
So, what did we do?
If you know Coffee Creative, you’ll notice a theme. Over the years, we’ve had people try to book tables, DM us for beans in bulk, and ask if we can fix their espresso machines. For years, we’ve heard it: “So… do you sell coffee too?” No matter how many logos, campaigns, or case studies we share, the name still brews confusion.
We launched our first-ever coffee product. Well, sort of.
So, this April Fools’, we decided to lean into the misunderstandings.
We introduced Roasted, a “new line” of premium coffee beans, roasted in-house and branded by yours truly.
The build-up
We treated it like any good campaign:
The Teaser
Teaser Post 1: We’ve heard you. And you won’t have to wait much longer.
Teaser Post 2: Something’s heating up…You don’t want to miss it.”
People believed it, which was the goal.
The Launch
On April 1st, we launched a fully designed, beautifully branded product mock-up for Roasted. It had packaging. It had a flavour profile. It had the vibe. People believed it, which was the goal.
Together with launch socials, and a video reel, we sent out a mailer to our network, continuing the narrative and encouraging clicks through to our “shopping website”.
The reveal
We directed people to a “Buy Now” link, which led to a custom landing page: coffeecreativestudio.com/roasted. There, we delivered the punchline: “you’ve been roasted”. Roasted might not be real, but our ideas are. We’re not in the business of beans. We’re in the business of bold, strategic, scroll-stopping creativity.
That’s what Coffee Creative has always been about. And that part? No joke. The page doubled as a soft showcase of our services, turning the prank into a smart brand awareness moment.
More Than Just a Joke
Sure, it was fun. But it was also very us. A little clever. A little unexpected. A little too convincing.
It let us poke fun at ourselves, bring our online audience in on the joke, and flex some of the things we do best from strategy and copy to design, dev, and campaign ideation.
And who knows… maybe one day Roasted will be more than just a punch line.
Until then? You’ve been Roasted.
