Insight:  
Slay Coffee is all about democratising coffee. After studying our audience and their behaviours around coffee, we identified the insight that coffee is more than just a beverage; it's a catalyst for achievement and success. In this context, coffee is seen as a tool that helps people unlock their potential, providing the energy and mental clarity needed to tackle challenges and strive for excellence. This perspective ties the act of drinking coffee to personal empowerment, motivation, and the pursuit of goals.  

Strategy:  
The strategy revolves around appealing to a young, ambitious audience. Key traits such as being risk-takers, edgy, individualistic, and irreverent are emphasized. The brand aims to resonate with the emotions, culture, and style of its audience, reflecting these in its color palette, imagery, and typography. 

Creative Solution:  
The positioning of "Slay your way to greatness”, highlights a connection between the brand and personal achievement. The creative approach includes various phases of communication and social media content. It suggests using the product in empowering and motivational contexts, like overcoming challenges.