New Creative Design

Concept study · not a client project

Settle Coffee, “Still Breathing”

Fresh roasted coffee literally breathes. Settle is the moment you settle.

Concept spot for an invented brand · a 12 s ASMR spot for US social

12.2 s9:16 verticalCaptioned, works muted

01The brief and the idea

Coffee that is still breathing.

The brief: a 12 second product spot for a roaster, made for US social feeds. Sound-led, captioned, and built to work with the sound off.

The insight is physical and true. Fresh roasted coffee gives off gas for days, so a sealed bag really does breathe. The spot opens on that: the bag puffs inside the first tenth of a second, then cuts to the big plume, then to the person who is about to drink it.

Settle is the moment you settle.

Three captions carry the story muted: “my coffee is breathing”, “it’s 5 days old.”, “that’s why it tastes like this.” It closes on the Settle end card, “Fresh enough to breathe”, with an ending that loops back for the rewatch.

Direction, product, edit and sound by New Creative Design.

02Frames

Seven moments, one slow morning.

  • A dark roasted-coffee bag standing on a wooden shelf in low sun, a soft puff of aroma lifting from its folded top.
    01The bag puffs
  • The same bag with a large pale plume of aroma rising above it, the Settle label facing the camera.
    02The big plume
  • Close portrait of a woman with freckles and her eyes closed, smiling as she breathes in, a coffee bag at the bottom of the frame.
    03The inhale
  • Roasted beans tipping from a bag into a wooden hand grinder.
    04Beans in
  • A kettle pouring into a glass pour-over dripper over a carafe, window light behind.
    05The pour-over
  • A woman wrapped in a chunky knit blanket on a sofa, holding a stoneware mug up to her face with her eyes closed.
    06Aroma on the sofa
  • A woman sipping from a stoneware mug, the coffee bag blurred in the foreground.
    07The sip

  • Five days old, and still breathing.

03Product and brand

A bag that earns its shelf.

A dark kraft bag with a one-way valve, a brass tin-tie and the roast date as the loudest thing on it. Your product, shown from every side before anyone shoots a frame.

The Settle coffee bag in four views: front, three-quarter, side, and a macro of the one-way valve, on a warm paper ground.
The bag: front, three-quarter, side, valve
A sunlit living room: a linen sofa with a knit throw, a wooden side table with a pour-over, kettle, grinder and mug, and a plant by the window.
Set and mood: the living-room morning

04Made to your brand

One idea, every placement.

The film you see here is the template. Your product goes in, your brand wraps it, and it ships in the shapes your channels need, including a 15 second full-length cut.

The Settle end frame in 16:9 for TV and video ads.
16:9 end frame
The Settle end frame in 9:16 full-height vertical for stories and reels.
9:16 stories
9:16 full-length cut
A Settle social cover in a 1:1 square.
1:1 social
A Settle poster in 4:5 portrait for feeds and print.
4:5 poster
The Settle profile header in a 3:1 banner.
3:1 header

  • Your product, your label

    Your bag and label swapped in, from the bag sheet to the end card.

  • Your palette and type

    Colour and typography set once and carried through every frame and card.

  • Your words, your markets

    Captions, copy and language variants for each market.

  • A cutdown for each placement

    Feed, story and CTV cuts, each in the right ratio and length.

05Your brand persona

Lifelike, and always on brand.

A proposal: give your brand a lifelike brand persona with a human feel for regular social and marketing. An original AI-generated persona, made for your brand.

A character look sheet on a white ground: a young woman with wavy honey-blonde hair in a cream waffle top and grey trousers, full length, beside a close portrait of her face.
The persona bible, page one: the look, locked
  • Close portrait of the character with her eyes closed, smiling as she breathes in, a coffee bag at the bottom of the frame.
    On screen: the close-up
  • The character wrapped in a chunky knit blanket on a sofa, holding a stoneware mug to her face.
    At home
  • The character sipping from a stoneware mug, the coffee bag blurred in the foreground.
    In the moment

Why a brand persona works

  • Recognition. People come to know her, not just the logo.
  • Known in feeds at a glance. Your posts read as yours before the logo shows.
  • No reshoots. New posts without a new shoot day.
  • The same person across seasons, markets and formats.

What your brand gets

  • A persona bible: look, wardrobe, settings, do and don’t.
  • A locked likeness across stills and short video.
  • A monthly social set: 12 posts and 4 short clips, in your voice.
  • The same persona in ads, launches and seasonal campaigns.

How it runs

  1. 1. Design the persona.
  2. 2. Approve the bible.
  3. 3. A monthly content drop.

Ask about a brand persona

06The brand sting

Your logo, in seven seconds.

A logo that won’t land until the coffee is ready: the roast dates stamp in one by one, the cup hovers, and only on day five does it settle — the brand’s promise, played as the mark’s own motion.

9:16
1:1
4:5

Sold on its own: a 7 s logo sting in every ratio.

07Brand handover kit

What you keep.

At handover the brand is yours to run without us: files, colours, type and the rules for using them.

Settle horizontal lockup, the cup mark and wordmark in ink on a paper ground.
Settle horizontal lockup in paper on a char ground.
Settle stacked lockup, the cup mark above the wordmark, in ink on paper.
Settle stacked lockup in paper on a char ground.
  • Paper#EFEBE3
  • Ink#17110E
  • Straw#D8BF8A
  • Blonde#BC8A4E
  • Medium#8A5A33
  • Dark#4B3024
  • Char#221813
  • Ready#E5481F
The Settle brand sheet: palette with contrast ratios, type specimens and the mark at three sizes.
The brand sheet
  • Poster one, 4:5: the numeral 01 and the word Roasted on a paper ground, with the Settle mark.
  • Poster two, 4:5: the numeral 03 and the words Not yet on a char ground, with the Settle mark.
  • Poster three, 4:5: the numeral 05 and the word Now on the ready-orange ground, with the Settle mark.
The Settle 3:1 profile header.

Three 4:5 posters, three 1:1 social covers and a 3:1 header.

Type

Young Serif (Regular) for the wordmark and sentences, Martian Mono for dates, numerals and labels. Both SIL Open Font License 1.1, free for commercial use.

Rules

  • The date is the largest type. On every piece, the roast date leads.
  • One signal colour. A single ready-orange per frame, for numerals and fills only.
  • The mark is never redrawn. Use the supplied files, light on dark and dark on light.

You get

  • Logo files, SVG and PNG, light and dark
  • Horizontal and stacked lockups
  • Colour and type tokens
  • The brand sheet
  • 3 posters and a social set
  • The sting in 4 ratios

08Your product next

A spot like this, for your product.

Product commercials, UGC-style brand films and logo stings, made to your brand and cut for every placement.

Start a project