Print ad: Bonsoy: But is it Bonsoy

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There is a growing trend to display the alternative milks on offer within the Australian cafe culture. We noticed that many avid Bonsoy drinkers will actually leave a cafe and walk further just to ensure that they are getting the best milk for their coffee. Tapping into this behaviour, we wanted our campaign to use the one question our fans ask baristas: “Is it Bonsoy?” By doing this, we’re spreading the core Bonsoy drinker’s sentiment to a wider audience.

The aim of our visual identity was to reflect the grassroots and handmade nature of the brand, which prompted us to create the entire lock up as a stencil. We made it our mission to do as much as possible in camera to reflect the authentic feel of Bonsoy. We showed a range of usage occasions interrupted with our distinctive Bonsoy stencil to expand consumers’ understanding of how they can enjoy the product, not only as a drink.