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Pick Your Mini
Client: Morning
Campaign Strategy, Image making
Pick Your Mini marked the launch of Drink Morning’s new Mini coffee capsule machine series, introducing the product through a range of distinct colourways. framethefolks led the campaign from ideation to execution, shaping a creative direction that positioned the launch around choice, personality, and everyday routines.
MORNING MINI KV V4-05
MORNING MINI KV V4-01
MORNING MINI KV V4-04
MORNING MINI KV V4-05
1/5
Rather than presenting the Minis as a single product drop, the campaign treated each colourway as an expression of a different lifestyle. The team paired every Mini with a specific key activity, allowing each variant to be contextualised within real-life moments and daily habits. This approach helped audiences easily relate to the product and identify which Mini best fit their own routine.
APRICOT
CLOUD
CARBON
Visually, the campaign adopted a bold yet modular system that allowed individual colourways to stand out while remaining part of a cohesive visual language. This structure encouraged exploration and comparison, turning product selection into an interactive experience rather than a transactional one.
DAWN
VIOLET
By inviting audiences to “pick” the Mini that matched their habits and personality, the campaign shifted away from traditional product-led promotion towards participation and engagement. The result was a launch that strengthened product awareness, reinforced brand identity, and created a more personal connection between Drink Morning and its audience.
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